Client: Fixby
What began as a straightforward B2B brief to sell more mobile phone safety pouches to UAE schools, became a national movement that re-framed teenage screen addiction, mobilised over half a million people, influenced government policy and transformed FIXBY from a functional product into the leading voice in a cultural and education debate. Don’t Look Down was a nine-hour movie designed to be uncomfortable, emotional and impossible to ignore. By using the very behaviour we wanted to change (endless scrolling) as the creative platform itself, the campaign interrupted passive awareness and forced action. The results speaking for themselves. FIXBY’s school adoption increased by 2,266% in 90 days. More 500,000 people demanded stricter phone rules in schools. Over 180,000 hours of screen-free learning were reclaimed. The UAE Ministry of Education issued a nationwide ban on mobile phone use in schools. This was not awareness for awareness’ sake. This wasn't a nice PR stunt. This was PR doing what it does best, taking a real and important issue and shedding light on it through clever earned-first creativity that drove behavioural change and influenced real policy impact, backed up by commercial growth for the client directly aligned to the PR efforts.
