In Singapore, children spend more than 6.5 hours a day on screens, with this number rising to over 12 hours for adults. In contrast, Singaporean children spend less than 30 minutes outdoors daily – a worrying disparity that is expected to increase over time as devices are increasingly preferred for entertainment, education and even interaction. This campaign champions outdoor time by presenting a sobering take on what it looks like to spend a lifetime in front of screens, only for regret to set in when it’s too late.