New Delhi, 10th December: As smartphones continue to pervade every aspect of our lives, the need to reflect on their impact on human relationships has never been more urgent. Continuing its endeavour to fostering mindful use of technology, vivo India proudly introduces the 6th edition of the #SwitchOff campaign, urging families to step away from their smartphones and rediscover the joy of quality and meaningful moments together.
Supported by a compelling video, conceptualized by FCB India, the campaign draws insights from the 6th edition of vivo – Cyber Media Research’s (CMR) study “Impact of Smartphones on Parent-Child Relationships 2024.” The study reveals 8 out of 10 Children Call for ‘Parental Controls’ for Parents’ ‘Smartphone Usage’. The survey also found that 69% of children identify excessive smartphone usage as a source of conflict between them and their parents. Notably, the study also revealed that 86% parents feel that excessive smartphone usage doesn’t let them engage meaningfully with their children
The campaign film tells the poignant story of a child who decides to dress up as a mobile phone for a school fancy dress competition. When asked why, the child innocently explains that it’s the only way to get his father’s attention. This tender moment exposes the underlying truth about how excessive smartphone usage leaves parents with little time with those who need it the most – our children. In a powerful moment, the father switches off his phone, reinforcing the campaign’s core message: disconnect to reconnect. Link to DVC- https://www.youtube.com/watch?v=g3IGU6egTi0
Geetaj Channana, Head of Corporate Strategy at vivo India, said, “The findings of this year’s survey highlight a pressing issue – as smartphones connect us to the world, they also disconnect us from the people who matter the most. Interestingly, the study also reveals that children are more aware of the negative effects of excessive smartphone use than their parents. While both groups acknowledge the need for change, children seem to recognize its impact on relationships more acutely. When we spoke to consumers, we identified a clear issue: children want smartphone-free zones at home, citing excessive smartphone usage by parents as a concern.
The ‘Switch Off’ campaign is based on this issue and the campaign film is a call to action for families to pause, reflect, and reconnect. We hope this message resonates with millions of Indian families, encouraging them to make time for meaningful, tech-free moments.
At vivo, our vision is to foster meaningful connections through technology. Through this initiative, we aim to inspire families to rediscover the beauty of human connection and create healthier relationships in a digitally dominated world.”
Ashima Mehra, CEO of FCB India, added, “While smartphones are powerful tools for connection, they often create disconnection within our own families. vivo’s #SwitchOff campaign is a call for change, encouraging individuals to unplug and nurture real-world connections. We are proud to be part of this movement to remind parents and children of the joy found in genuine, undistracted time together.”
To propel the ‘SwitchOff’ initiative and resonate with people across India, vivo has also designed some thoughtful extensions to the campaign that integrates seamlessly into their daily lives. The extensions focus on inspiring families to embrace meaningful moments together through,
- Restaurant Activations: Encouraging diners to disconnect from their devices and savour quality time with loved ones.
- In-App Reminders: Gentle prompts for commuters to pause, unwind, and prioritize family moments after a busy day.
- Awareness-Driven Print Ads: Highlighting the importance of taking breaks and switching off from digital distractions.
- Digital OOH Amplification: Reinforcing the campaign’s message across prominent outdoor platforms.
- Expert Collaboration: Partnering with Catherine Price, our smartphone relationship advisor for ‘Switch Off’, to offer valuable insights and strategies for adopting healthier digital habits.
The campaign culminates with ‘Switch Off Day’ on December 20, 2024, encouraging people to choose their own #SwitchOff times – a designated time of the day when they put off their phones for good and spend time with their families.
The 6th edition of the vivo Switch Off study has uncovered concerning insights that highlight the urgent need for parents and children to reflect on their unmindful smartphone usage. As per the study, both parents and children yearn for closer relationship with each other but neither group is willing to curb their excessive and purposeless smartphone habits. On average, parents spend over five hours daily on their smartphones, while children spend over four.
What’s striking is that 66% of children stated they would leave social media if all their friends did as well, underscoring the powerful influence of a collective problem on their social media behaviour. The study also reveals that around two-thirds of both parents and children use their smartphones even during meaningful social moments, such as outings, vacations, or celebrations.
