36 Months, the social movement, is inviting brands to get behind the The First Best Summer Ever that offers discounted experiences, exclusive drops and special offers for 13-16 year olds.
36 Months, which successfully advocated for the minimum age for social media in Australia to be increased from 13 to 16 to protect mental-health, has partnered with Omnicom and DDB Melbourne to create and activate the campaign across Australia.
Founder and Nova radio presenter Michael ‘Wippa’ Wipfli and psychologist and author Jonathan Haidt will host a virtual information session on November 6 from 10am AEST.
Wipfli will take attendees through a planned $3 million media campaign which has already been backed by Nova and the Nine Network.
He said the campaign puts a positive spin on the social media ban, which comes into effect December 10. For many teens, it is the first summer without social media. He says this is an opportunity to embrace something better.
“We’ve always tried to show up in a positive way,” said Wipfli.
“We weren’t against big-tech, we were for healthy teen development. 36 more months for kids to get to know themselves before the world does. The First Best Summer Ever reframes December 10, not as the day restrictions come into effect, but as the start of something better.”
“We are looking forward to seeing Aussie brands back this important and inspiring campaign. December 10 is only going to happen once; it’s a significant moment for Australia, and the world is watching.”
Recent research conducted by 36 Months found that 81% of Australian parents would feel positively towards brands that support this type of campaign.
DDB Melbourne chief creative officer, Psembi Kinstan, said it is important to remind Australians of the positive impacts of the social media delay.
“We know a huge majority of parents, teens and Australians support the social media delay, but with the media focused on misinformation and negative impacts, we risk losing sight of why this delay exists in the first place,” he said.
“We must galvanise the community around the positive impacts of the delay, or risk the whole movement. This is not about taking something away, but instead, giving teens the chance to discover themselves, before the world discovers them.”
Wipfli and FINCH production company founder, Rob Galluzzo, launched the 36 Months movement last year.
The initiative has been backed by key figures including author and parenting expert, Maggie Dent, former NSW Premier, Dominic Perrottet and media personality, Hamish Blake.
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