In an era dominated by smartphones, the essence of meaningful relationships, especially between parents and children, often takes a backseat. Recognizing this concern, Vivo, the smartphone brand, has introduced the fifth edition of its #SwitchOff campaign. Supported by a compelling video conceptualised by FCB India, the campaign aims to raise awareness about excessive smartphone use and encourage users to power down their devices to spend quality time with their families.
The campaign draws insights from the 5th edition of the Vivo-Cyber Media Research (CMR) study titled “Impact of Smartphones on Human Relationships 2023.” According to the study, 77% of parents acknowledge their children complaining about excessive parental smartphone use. This statistic highlights the need for individuals to strike a balance between their digital exposure and relationships.
The heartwarming campaign film follows a family of three gearing up for an imminent vacation. However, the little girl’s anticipation is dampened by her father’s constant phone distraction, leaving her feeling neglected. A pivotal moment arises when the girl candidly expresses how her favourite part of any trip is the undivided attention she receives from her dad during flights. This realisation prompts the parents to address the issue, leading to a touching scene where the father, to delight his daughter, pretends they’re on a flight and switches off his phone, bringing immense joy to the little girl.
To propel the #SwitchOff initiative, Vivo has declared December 20, 2023, as the ‘Switch Off’ day. On this day, Vivo urges Indian consumers to power down their smartphones from 8 pm to 9 pm, fostering quality time with their families. By encouraging users to choose their #SwitchOff time, Vivo aims to promote responsible smartphone usage and strengthen family connections.
Collaboration with Health and Science Writer Catherine Price
In a bid to sensitise people towards meaningful technology use, Vivo has collaborated with renowned Health and Science Writer Catherine Price. As the author of ‘How to Break Up with your Phone’ and founder of ‘Screen/life Balance,’ Catherine Price will advise Vivo in crafting solutions to foster a healthier relationship with smartphones.
RTM Watch’s Take
Vivo’s #SwitchOff campaign addresses a pressing issue in today’s digital age – the impact of excessive smartphone use on family relationships. By encouraging users to power down their devices and spend quality time with their loved ones, Vivo aims to create a collective movement towards enriching genuine connections. The heartwarming campaign film and the collaboration with Catherine Price demonstrate Vivo’s commitment to promoting responsible smartphone usage and rekindling family bonds.
