Excessive use of smartphones is significantly impacting human relationships, raising concerns across all age groups. vivo has been addressing this issue with its #SwitchOff campaign for several years, and with the launch of its 6th edition, the brand has revealed surprising insights about smartphone addiction among both parents and children, and its impact on the precious parent-child bond.
The report titled ‘Impact of Smartphones on Parent-Child Relationships,’ conducted by vivo in collaboration with CyberMedia Research (CMR), unveils findings that highlight how excessive and unregulated smartphone usage is creating challenges in relationships between parents and children.
Key findings from the survey:
- 69% of children identify excessive smartphone usage as a source of conflict between them and their parents.
- 75% of parents worry that their children may struggle to form meaningful relationships, but they often overlook how their own phone usage affects their bond with their kids.
- 76% of children and 84% of parents wish for deeper connections with one another, encouraging more meaningful family time.
But vivo isn’t just highlighting the problem—it’s offering a solution. Through its #SwitchOff campaign, the brand is encouraging everyone to foster mindful smartphone usage habits and spend quality, meaningful time with their loved ones.
As part of this campaign, vivo launched a heartfelt brand film that tells the story of a child who dresses up as a mobile phone for a school fancy dress competition. When asked why, he explains that it’s the only way to get his father’s attention. This poignant moment prompts the father to switch off his phone, reinforcing the campaign’s core message: disconnect to reconnect.
vivo has also designed thoughtful touchpoints to inspire families to embrace meaningful moments together, including:
Restaurant Activations: Recognizing the dinner table as a space for family bonding, vivo collaborated with a renowned restaurant to encourage diners to put their phones aside. Creative cues, such as specially designed cutlery wraps and tent cards, served as subtle reminders to disconnect. Trained vivo representatives further reinforced the message by engaging with diners and emphasizing the joy of uninterrupted moments with loved ones. To end the dining experience on a sweet note, diners who embraced this initiative were treated to desserts as a celebration of their choice to stay present.
Gentle In-app Reminders: Thoughtful notifications encouraging users to take breaks and disconnect.
Print Ads: Highlighting the importance of stepping away from digital distractions and prioritizing real-life connections.
Digital OOH Activations: Amplifying the campaign’s message across various outdoor media platforms, urging families to switch off and reconnect.
Additionally, vivo has partnered with Catherine Price, a science journalist, TED speaker, founder of Screen/Life Balance and vivo smartphone relationship advisor, to provide valuable insights and strategies for adopting healthier digital habits.
The Result: vivo has delivered an impactful campaign by addressing a serious issue through engaging storytelling. Over the last six years, the #SwitchOff campaign has been sparking meaningful conversations on social media, resonating strongly with audiences who connect deeply with its message.
By encouraging users to embrace digital wellness and fostering conversations around responsible tech usage, vivo has solidified its role as more than just a smartphone manufacturer—it is a brand that genuinely cares about the well-being of its consumers and the society it serves.
