A brand campaign to encourage responsible and careful usage of smartphones
Smartphones have taken centre stage in our day-to-day lives, helping us connect with our friends, family, and the world in general. It gained further significance when people had to stay indoors due to COVID-19 and the ensuing lockdowns this year. Hence, smartphones have become our lifeline – from improving our overall quality of life to helping us feel safe, secure, and entertained while staying socially distant. However, excessive usage of smartphones has led to addiction among some users.
In line with this thought, vivo, the innovative global smartphone brand, today launched the #SwitchOff campaign, urging smartphone users to choose to take a break from their smartphones and spend quality time with their near and dear ones. The campaign is founded on the observation from ‘vivo Smartphones and their impact on human relationships 2020’ study which brought out that the increased screen time could have an impact on the physical and mental wellbeing of a person. This excessive usage is in turn is having an adverse impact on relationships.
The campaign unveils a thought-provoking film which underlines the observation that even when people sit with friends/family, they are still engrossed on their phones, and this impacts the quality of time spent. The video shows members of the family who are glued to their smartphone screens while sitting at the dining table. Featuring Fareeda Jalal – playing the role of Dadi, who has just about had it with this trend, the film showcases a playful metaphor that is used to communicate the larger issue of quality family time being spent on smartphones. The campaign has been conceptualized and executed by Lowe Lintas.
vivo recently announced the findings of the second edition of the study titled ‘Smartphones and their impact on human relationships 2020’, that showcases the impact of mobile devices on consumers in this year of social distancing. The study evaluates and throws light on the various dimensions of increasing smartphone usage – extent of usage, impact of lock down on usage patterns, impact on personal health and social relationships.
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