KitKat has teamed up with 36 Months, a social initiative dedicated to raising the age of social media usage from 13 to 16.
To raise awareness of the cause, the chocolate brand reinforced 36 Months’ message with a ‘Have a break…until 16’ mobile digital billboard last week at Parliament House.
The campaign also highlights the support of over 125,000 Australians who have 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%) of the Gen Z respondents say they take breaks to get away from screen time, yet this isn’t being achieved with 50% looking at social media on their breaks.
With three-quarters of those surveyed 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.
36 Months Director Greg Attwells says 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,” he says.
“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 says KitKat loves engaging with its fans on socials but also understands 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,” she says.
“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’.”