Background

The effect of screen time on the overall wellbeing of our next generation is a growing, international concern. Whilst children’s brains are developing, mindless screen time directly correlates with an increase in multiple behavioural and mental wellbeing issues. Spark, New Zealand's leading telco has the brand purpose of “Helping all New Zealanders win big in a digital world”, so it’s never been more important for Spark to help kids use tech in a way that they can develop into happy healthy humans – technology isn’t going away, it’s just about how we use it. Spark wanted to offer a practical tool that helps parents have more positive conversations about digital in the home. By tapping into Kiwi’s innate love with rugby, Spark hoped to get kids (and parents) away from their screens and outside playing.

Describe the creative idea

In partnership with Gilbert Rugby, Nakatomi, and child psychologist Dr Emma Woodward, Spark developed a smart ball that helps families balance screen time with active playtime. Minute for minute. App modes were designed for both parent and child. The parent can monitor the child’s screen usage, and set goals, while the child can see how much screen time they have left, and check out their achievements. Through machine learning the smart ball can also detect float passes, spin passes, place kicks, drop kicks or punts. As a result, the technology gamifies active play. Our comprehensive on-boarding and weekly program with Dr Woodward, set the tone for the trial and helped participating families break down their digital balance goals in to achievable steps. The ball provided an unconscious bias about time spent on screens vs play, becoming an effective catalyst for good conversations about digital wellness in the family.

Describe the strategy

As tech has become much more sophisticated, tech use in early childhood is more pervasive, and the more children use screens the less they are able to self-regulate their screen use behaviour. Which is why it’s more important than ever to teach our kids how to use tech well in a way that supports learning but doesn’t interfere with their development into happy healthy humans. We know that there are huge benefits with good old fashioned play; increased blood flow to the brain through exercise can improve cognitive skills, focus, brain health and emotional development. Because of this, exercise makes it easier for children to learn. The Department of Health and Human Services say that children and adolescents age 6 and older need at least an hour a day of physical activity to enhance their growth and development, however, 1-in-5 kids don’t play outside at all on a typical day.

Describe the execution

70 prototypes were created for a 6 week public trial across New Zealand. Families were sent Play by Spark kits, with the smart ball, app and accessories. They then set their goals with leading child psychologist Dr Woodward, who offered advice throughout. This was supported by a fully integrated campaign that prompted the public to watch the trial, learn balance tactics and shape the future of Spark Play.

List the results

As a result of the campaign, 90% of kids started to become more aware of their screen time usage. 76% of families saw a positive change in their child’s behaviour. 44% of kids were sleeping better. 35% of our trial kids were self-regulating by the end of the program and this was sustained up to 3 weeks after. Over 2/3 of the kids mentioned that the best thing that they enjoyed about the trial was spending time with their parents. Play by Spark also caused an increase in brand love, which tracked 25% above the telco category average.