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As smartphones continue to dominate our daily lives, Vivo India has launched the 6th edition of its #SwitchOff campaign, urging families to step away from their devices and reconnect in a meaningful way. This year’s campaign highlights the impact of excessive smartphone use on relationships, particularly between parents and children, and promotes mindful technology habits.
Backed by a moving video created by FCB India, the campaign is based on findings from the 2024 Vivo-CMR study, “Impact of Smartphones on Parent-Child Relationships.” The study reveals that 8 out of 10 children wish their parents would limit their smartphone use, with 69% identifying excessive screen time as a major source of conflict. Additionally, 86% of parents acknowledged that their phone habits prevent them from engaging fully with their children.
The campaign video tells the heartwarming story of a child who dresses as a mobile phone for a school fancy dress competition in an attempt to get his father’s attention. In a touching moment, the father realises the gravity of his actions and turns off his phone, embracing the campaign's core message: disconnect to reconnect.
Geetaj Channana, Head of Corporate Strategy at Vivo India, shared, "The study highlights the pressing issue that smartphones, while connecting us to the world, are disconnecting us from those who matter most. Interestingly, children are more aware of the negative impact than parents, with many wanting smartphone-free zones at home."
The campaign film serves as a powerful call to action for families to pause, reflect, and prioritise their relationships over digital distractions. Vivo’s vision is to encourage meaningful connections through technology, and the #SwitchOff campaign aims to inspire families to rediscover the joy of undistracted moments together.
Ashima Mehra, CEO of FCB India, added, “Smartphones may connect us virtually, but they often leave us disconnected in real life. This campaign is a reminder to embrace real-world connections, and we are proud to help spread this vital message.”
To further promote the message, Vivo has introduced a series of thoughtful campaign extensions, including:
- Restaurant Activations: Encouraging diners to disconnect from devices and enjoy quality time with family.
- In-App Reminders: Gentle prompts for commuters to unwind and focus on family moments.
- Print Ads: Raising awareness about the importance of digital breaks.
- Digital OOH Amplification: Reinforcing the campaign message across outdoor platforms.
- Expert Collaboration: Partnering with Catherine Price, a smartphone relationship advisor, to provide insights into healthier digital habits.
The campaign will culminate in ‘Switch Off Day’ on December 20, 2024, inviting families to designate a time each day to disconnect from their smartphones and connect with each other.
The 2024 Vivo-CMR study sheds light on the concerning reality of smartphone usage in family dynamics, with both parents and children spending several hours daily on their devices. Strikingly, 66% of children said they would leave social media if all their friends did the same, highlighting the social pressures tied to digital habits.
Through the #SwitchOff campaign, Vivo hopes to inspire families to reflect on their technology use and prioritise real-life connections this festive season.
