Many parents worry about their children spending too much time on their phones. But the problem goes both ways. According to a recent study, three out of four Danish children have experienced difficulty getting their parents’ attention when they are on their phones¹. In fact, four in ten Danish parents spend more than two hours a day on digital media while their children are awake and present².

The Issue

All signs indicate that the problem is growing. That’s why Norlys, a new player in the danish mobile market, decided it was time to stop and reflect on this issue and inspire parents to be more conscience about their phone use around their kids.

Using the red notification bubble as a simple yet powerful metaphor for being ignored, Norlys launched an integrated campaign to raise awareness about digital distraction – built around the key message: “The most important notifications don’t come on your phone.”

The Idea

Watch the case film

The campaign rolled out on TV, in cinemas, across digital platforms, and in public spaces, reminding parents to put their phones away and be present with their children. Through relatable storytelling and emotional insight, the campaign highlighted how technology, while connecting us globally, can disconnect us from the people who matter most.

of parents decreased their screen time after campaign exposure

20%

increase
brand consideration

54%

increase in unaided mobile category awareness

110%

The Tool
To turn awareness into action, Norlys also created

‘‘Time to Connect”

A digital tool in the form of an app that tracks how much time users spend on their phones. Based on individual usage patterns, it calculates how many years of life might be lost to social media and other apps. The app also includes a smart locking feature that can restrict access to distracting apps at specific times or in certain locations, such as during family dinners or at home. In doing so, Norlys provided parents with a tangible way to take control of their screen habits and focus on what truly matters – being present with their children.