The team behind KitKat has announced a partnership with 36 Months—a social initiative dedicated to raising the age of social media usage from 13 to 16—in an effort to help the next generation with the foundations they need to have better breaks.
To raise awareness of the cause, the KitKat team reinforced 36 Months’ message with “Have a Break…until 16” mobile digital billboard today at Parliament House.
The campaign also highlights the support of over 125,000 Aussies who’ve signed 36 Months’ online petition, supporting the legislation to increase the minimum age to 16 for social media use.
Recent KitKat research uncovers Gen Z are finding it hard to take meaningful breaks without interruptions of technology or pressures to be ‘always on’. Over half (52 per cent) of Gen Z saying they take breaks to get away from screen time, yet this isn’t being achieved with 50 per cent looking at social media on their breaks.
With three-quarters of Gen Z acknowledging they need to take better quality breaks, the KitKat “Have a Break…until 16” message will support the movement towards meaningful ‘breaks’ for future generations.
Further to this, a recent Australian study revealed 75 per cent of adolescents who reduced their social media usage reported improved mental health, while 65 per cent experienced a boost in self-esteem.
36 Months director, Greg Attwells commented, “Raising the social media age limit will allow teenagers the crucial time to grow and take breaks without the pressures of digital platforms. We’re thrilled to partner with KitKat, to help encourage ‘quality breaks’ from social media throughout life. Together, KitKat and 36 Months want to create an intentional pause, during formative years, to switch off and truly ‘break’.”
Nestlé Confectionery head of marketing, Mel Chen added “At KitKat, we love engaging with our fans on socials but also understand the need for balance and time away from social.
“We champion ‘better breaks’ at every age – breaks should enable Aussies to disconnect from everything and return feeling refreshed. Breaks are essential for our mental health and development but in today’s world, our breaks are being interrupted by social feeds or the constant need to be ‘on’.”
