Golden Circle is encouraging kids to spend more time outdoors in the sun through a new ad campaign that turns off the screens of their mobile devices.

The ad calls for families to “join the SunHour movement”, driving them to a dedicated website without the confines of a heavily brand-led message.

Once on the SunHour website, Golden Circle says that by pledging one hour of outdoor time, it will not only help those kids involved, but also help less fortunate Aussie kids enjoy the sunshine with the donation of hundreds of bikes as a result of pledged “SunHours”.

As part of the campaign, SunHour has partnered exclusively with Screen Time Labs to provide a free, revolutionary technology-blocking app to help parents get kids off mobile devices and outdoors into the sunshine.

Golden Circle’s group marketing manager, Darren Forde, said the company believes that play and fun are critical to kids growing up happy.

“We’re on a mission to get them off their devices and into the sunshine,” he said.

“We hope that the SunHour advert disrupts the nation’s viewing and makes a real impact by driving people to our SunHour website, where they can pledge their SunHours and help us achieve our goal of one million hours.”

Golden Circle’s campaign will run until 30 November 2016.

CREDITS

Client: Golden Circle (Heather Hart and Darren Forde)

Creative agency: Channel T (Peter Cerny, Paul Rhodes and Marni Cruickshanks)

Media agency: OMD (Sheena McGorlick and Frances Meadows)

PR and content agency: OMD Fuse (Anjana Mani, Maria Rando and Danielle Higgins)