**2degrees Pioneers the Digital Wellbeing Revolution with ‘NOtifications’ Campaign**
In an era where **digital overload** is a daily struggle, 2degrees is taking a bold stand. Launching **‘NOtifications,’** this insightful new campaign is part of their **‘Fighting for Fair’ platform** aimed at promoting healthier digital habits across New Zealand. Developed in collaboration with TBWA\NZ, the initiative seeks to empower individuals to reclaim control over their tech experiences.
The campaign’s **30-second hero spot** serves as a wake-up call, dramatically illustrating the *onslaught of notifications* that inundates everyday life. With many parents looking to engage their teens about screen time during the school holidays, this campaign comes at a pertinent moment, blending critical conversations on focus and **digital wellbeing** into our lives.
A recent survey commissioned by 2degrees unveiled that a staggering **46% of Gen Z** feel overwhelmed by notifications, with **30% of all New Zealanders** struggling to concentrate. The crux of the campaign isn’t just about acknowledgment—it’s about actionable strategies to regain control over digital interruptions.
According to Shane Bradnick, Chief Creative Officer at TBWA\NZ, “Notifications are a constant distraction in our hyper-connected world, pulling us away from the things that matter. With an average of **237 notifications hitting our teenagers daily**, this campaign literally cuts through the noise by encouraging people to take back control of their digital lives.”
This innovative campaign employs a high-impact strategy across multiple platforms including out-of-home, digital, and social media, making sure the message penetrates the very environments where **notification fatigue** is most pronounced.
In line with their mission, Dave Pearce, GM Marketing at 2degrees, emphasizes their commitment to enabling Kiwis to foster healthier relationships with their technology. “Digital wellbeing is something we’re passionately focused on — ensuring notifications work for them, not against them,” Pearce states.
**NOtifications** is a continuation of 2degrees’ purpose-driven initiatives, preceding successful campaigns like **‘Good Tings’**, aimed at guiding parents and teens on their first-phone journeys, and **‘Real Mode’**, which encourages New Zealanders to *disconnect and reconnect* during meaningful moments.
**To effectively manage your notifications, 2degrees suggests the following actionable steps:**
- Say No: Be selective when allowing apps to send notifications; permit only those that require your attention.
- Tidy Up: Regularly review and mute unnecessary alerts to streamline your notification experience.
- Plan Ahead: Designate specific times to check notifications, rather than letting them dictate your day.
For more insights and to explore the **Fairer Phones Project**, check out more tips here.
2degrees GM Marketing: Dave Pearce
2degrees Senior Marketing Manager: Haley Featonby
2degrees Associate Brand Manager: Sylvia Pitto
Agency: TBWA\New Zealand
Production: AO Studios
Director: Liv McCylmont
Audio Post: Boxcutter
