Canadian children today spend almost 8 hours a day on screens. As a result, only 5% get the 60 minutes of daily physical activity they need. ParticipACTION, a national non-profit organization with a mandate to promote physical activity, needed to raise awareness and encourage parents to limit children’s screen time.
To dramatize this issue, we launched a national campaign, consisting of 3 spots that ended with a call-to-action that Canadians wouldn’t normally expect from an advertiser: “Don’t visit our website.”
In spite of our “Don’t visit our website” call to action, unique visits to ParticipACTION’s website shot up 344%. And 9 in 10 Canadian moms who saw the campaign were motivated to reduce their kids’ screen time.