In an unusual move Golden Circle, the fruit and juice brand, is using a TV ad to encourage kids to turn off their screens.
The campaign promotes the launch of its initiative SunHour designed to get kids outside more. It addresses research that found Australian kids between 8-16 years old are spending more than 30 hours a week glued to their screens.
The ad encourages families to visit the SunHour page and pledge one hour of outdoor time, channelling the concept of Earth Hour. For every 2,500 hours pledged Golden Circle will donate a bike to less fortunate kids.
To get kids off the TV and into life Golden Circle has paired with a technology-blocking app, Screen Time Labs, to help kids go outdoors and into the sunshine.
Golden Circle’s group marketing manager Darren Forde says: “Golden Circle celebrates happiness, sunshine and outdoors. We also believe that play and fun are critical to kids growing up happy and so we’re on a mission to get them off their devices and into the sunshine.
“We hope that the SunHour advert disrupts the nation’s viewing and makes a real impact by driving people to our SunHour website, where they can pledge their SunHour’s and help us achieve our goal of one million hours."
Channel T was the creative agency behind the campaign, with OMD responsible for media.
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