«Go Offline»: Stuiq Develops Campaign for a Screen-Free Childhood
Children need closeness, physical activity, and real-life interactions—no screens, no distractions, and no constant noise. With the «Go Offline—No Digital Media Until Age 4» campaign, Zurich schools and municipalities, in partnership with Stuiq, aim to encourage parents and caregivers to rethink their approach.
The latest Swipe study by the University of Basel shows that children under the age of two spend an average of about 20 minutes a day in front of screens, 2- to 4-year-olds about 38 minutes, and 5- to 6-year-olds as many as 45 minutes. The trend is clearly on the rise. A European study by the University of Cambridge also confirms that too much screen time can impair concentration, emotional regulation, and social skills. Especially in the early years of life, offline time is crucial for healthy development.
This is precisely where the new "Go Offline" awareness campaign comes in. Its aim is to give society a positive wake-up call. And without pointing a finger, but with a clear attitude - including tips and leisure ideas. Together with Zurich schools and municipalities, the creative agency Stuiq developed the campaign from scratch, implemented it creatively and staged it cross-media.
"We have noticed that children are increasingly showing deficits in language, motor skills and social interaction. This has an impact on both family dynamics and school operations. This is where we need to start," confirms Patricia Bernet, President of Uster's primary school. "The campaign masters the fine line of raising awareness without lecturing."
"Our task was to create awareness - in an approachable, scientific and guilt-free way," says Daniel Baumgartner, project manager at STUIQ. "That's why we rely on clear messages, strong images and activation that takes place in the middle of everyday life."
"Go Offline" ensures visibility and sends a strong signal for a more media-free childhood. At the same time, the campaign invites other municipalities to become part of the movement and allow the project to grow beyond cantonal borders.
Responsible at the City of Uster: Patricia Bernet (Primary School President), Andrea Faeh (Head of Childhood, Youth and Inclusion), Nicolas Mennel (Communications & Public Relations Specialist). Agency and film production: Stuiq AG
More information: go-offline-4.ch
