The Screen Crib is an example of how a brand can educate people in issues as complex and serious as eye-health in a creative, innovative and surprising way.

Through a non conventional campaign we worked together with mum and daddy influencers to represent through them the neglected reality of abusive use of screen devices regarding childhood, letting their audience recognize themselves in certain negative behaviours to draw attention to it. Out of outrage, people organically called for the need to educate on a responsible use of screens making theirs the awareness message unveiled by Multiópticas.

In 2019, Multópticas, the leading brand in the optical industry in Spain, became aware of a growing problem and launched a concept to describe and capitalize on it: Screen Pollution. An awareness campaign about the abusive use we make of devices with screens, damaging our eye-health.

After a successful 2019 in which media and even competitors started using our concept, in 2020 the brand wanted to reinforce this positioning through a high-impact action that would generate media conversation and open a social debate around the abusive use of screens in one of the most crucial stages of our development: childhood.

To raise awareness about the abusive use of screens in childhood, we decided to draw the attention of parents by taking this neglected reality to the extreme, introducing screens in an extreme and controversial way in the daily habits of children where they are already present (when they eat, sleep, play...), and reflecting it through the maximum referents of parenthood in social networks, moms and dads influencers, to draw attention to this problem and arouse outrage in the public.

To do so, we created The Screen Crib, the first crib that helps parents disconnect while caring for their children.

Our goal was that people would be outraged and alarmed when they saw the products, so once we had attracted everyone's attention, we could unveil the real goal of the campaign which was inspired by real habits related to the use of screen devices with children, and convey Multiópticas' awareness message.

Parents are mostly aware of the negative consequences of children's abusive use of screen devices, however, they often forget or disobey the recommendations for their own comfort. Nevertheless, they recognize this bad practice when they see others doing it.

Therefore we proposed an activation structured in two phases. An unbranded phase in which we would work with the main moms and dads influencers to reflect this negative behaviours on them by promoting a new range of products with integrated screens.

Once we had called attention to the problem, been The Screen Crib on the spotlight, in a second phase, influencers and Multiópticas simultaneously would unveil the truth capitalizing the conversation: fortunately products don't yet exist but were created based on real requests and bad habits of parents, and if we don't educate to moderate the daily consumption of devices with screens it could be a reality in a close future.

We created a functional prototype of The Screen Crib inspired by bad habits of parents shared on social media. To launch it we created a fully digital start-up, with social profiles, a website and even a spot.

To make it known, attracting social and media attention, we worked together with the main mom and dad influencers who shared pictures and information about the crib, making it go viral.

After 24 hours of harsh debate on the influencers' profiles, they revealed the truth: "These products do not yet exist, but were created based on real requests from parents. 87% of parents are concerned about the time children spend on screens. However, 3/10 buy a device with screens before the age of 4." Simultaneously the brand and the start-up unveiled the message publishing an extensive video piece, explaining the action and conveying alarming data on the abusive screen use in childhood.

The campaign obtained incredible results, generating a great debate in social networks and also obtaining a lot of repercussions in traditional media, aiming to educate about the need to make a responsible use of screen devices.

In traditional media the project achieved a great repercussion in all types of media (general, regional, marketing, trade, etc.), ensuring that the campaign reached the audiences of interest and the general public in general transmit. With data segmented about screen consumption by communities for the unveiling message supported by studies, and eye-health advices to take care of Screen Pollution, the project was a great success.

In digital channels, the campaign achieved:

More than 7 million people reached.

1.2 million social media engagement.

1,200 organic publications commenting on the action.

2.5 million organic views in the first 48 hours.

Regarding earned media repercussion, the results were:

55 million earn media impressions.

Audience of 26,766,590.

524,072.214 € of VPE.

Over 300 impacts, 90% of them mentioning the brand.

100% positive tone referring to the brand’s campaign.

And most importantly, 240% increase in Multiópticas' sales after the campaign in display-related products, making this product line the company's second best-selling product line so far after sunglasses.