Most children plug-in to the world of television long before they enter school; in Indonesia, children can spend an average of five hours every day glued to the TV. That’s more than double what’s recommended by The American Academy of Pediatrics who acknowledges that excessive viewing habits for young children can be detrimental to early social and physical development. UNICEF Indonesia is tackling this problem by educating parents about the dangers of excessive TV watching with a campaign created by Lowe & Partners Indonesia that shows parents all the wonderful things that can happen with their children when the TV is off. The creative solution puts a twist on the reflections emanating from dark screens: everyday activities where children learn, interact, explore and more importantly, bond with their parents.
// From our friends at Communication Arts