SINGAPORE – Unilever’s Breeze laundry detergent has collaborated with MullenLowe Singapore to launch a campaign encouraging Singaporean parents to swap their children’s electronic devices for the outdoors.
Recent studies have found that Singaporean children spend about 5 hours a day online and in contrast, spend less than 30 minutes outdoors daily.
As mobile devices are increasingly preferred for children’s entertainment, education and even interaction, screen time is expected to continue rising at the expense of time spent outdoors.
The campaign by Breeze and MullenLowe Singapore presents a sobering take on what it looks like to spend a lifetime in front of screens, only for regret to set in when it’s too late.
“It’s a simple yet powerful reminder to not be so preoccupied with electronic devices when you should be enjoying a little more time outside, while you’re physically able,” explained Daniel Kee, Executive Creative Director at MullenLowe Singapore.
Meila Putri Handayani, Head of Homecare ID & DiG SEAA Innovation, Unilever Asia commented, “It may feel like the outdoors can wait, but the truth is, the time we have to experience it is finite. We want to encourage people to start putting their devices aside and go out to experience all the outdoors has to offer. It’s a simple choice that can make a huge difference to a life fully lived.”
The campaign runs from April 11 till May 8 on print, wide-format OOH placements, and on social media.
For years, Breeze has been encouraging families from all over the world to go outdoors and play, not just with their slogan, ‘Dirt is Good’, but also through its products that offer the reassurance of engaging wholeheartedly in outdoor exploration without the fear of dirt and stains.
About MullenLowe Group
MullenLowe Group is a creatively driven integrated marketing communications network with a strong entrepreneurial heritage and challenger mentality. We are a global creative boutique of distinctive diverse agencies, rich in local culture with both intimacy and scale, present in more than 65 markets with over 90 agencies. With a hyperbundled operating model, global specialisms include expertise in brand strategy, and through the line advertising with MullenLowe; digital transformation with MullenLowe Profero; media and communications planning and buying with MullenLowe Mediahub; customer experience activation with MullenLowe Open; and consumer and corporate PR with MullenLowe PR and MullenLowe salt. We are focused on delivering an Unfair Share of Attention for our clients’ brands and are consistently ranked among the most awarded creative and effective agency networks in the world. We have topped the Effie Index as the most effective global network in terms of points per dollar revenue for the past eight consecutive years, and in 2018 were named to the Ad Age Agency A-List.
