Technology has become all pervasive and seems to be able to do everything. And kids are becoming obsessed with it at younger and younger ages. One of the consequences of this is that kids are spending less time playing outside.

So, how can we use this insight to spread the message of the actual differences that the young can experience between real outdoors and virtual outdoors.

We launched the experiment as an online piece to be a key digital awareness driver.

We targetted mums-to-be and new mums specifically as they have a distinct behaviour online and also offline.

Key opinion leaders such as ‘mommy bloggers’ were key to driving credibility.

Our existing facebook pages featured the experiment reaching mothers as well.