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IPG Mediabrands and plano, a device management software that restricts screen time for children, have come up with a campaign that aims to change the reputation of Singapore as “the myopia capital of the world”.

Titled #SeePastTheScreen, the corporate social responsibility campaign aims to get children off screens and will play out across OOH, print, digital, television, mobile, radio and social media for eight weeks starting February 25.

The campaign directs viewers to a website which offers suggestions on how screen time can be enjoyed without it having a detrimental impact on eyesight.

Speaking about the reasons for creating the campaign Plano chief marketing officer Kelvin Eng said: “Typically, eight out of ten children in Singapore will suffer myopia by the time they leave school.”

IPG Mediabrands APAC CEO Leigh Terry added: “Our network has been working with Plano in a CSR capacity since June last year, impressed by the innovative approach they have taken to flip this problem into a solution.

“All of the key stakeholders in this campaign are pro-technology. It is the misuse of technology that is causing a major issue.

“As an industry with digital at the heart, we recognise a responsibility to bring awareness to this. With # SeePastTheScreen we aim to help create a societal shift that will bring impactful change.”

Initiative APAC’s chief strategy officer Matt Scotton added: “The social element of the #SeePastTheScreen campaign involves a call to action to post a selfie holding a smartphone in front of your eyes, to symbolise the message that we’re in danger of being blinded by our devices.”

The campaign has seen a collaboration between industry, government and technology. Major Singapore publishers including MediaCorp, SPH, Clear Channel, JCDecaux, MooveMedia, Adello, and Amobee have collectively donated more than $700,000 of media inventory. Strategy-led design agency FST produced the creative concept and media assets.

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