There’s a new nine-hour film called “Don’t Look Down” screening at Roxy Cinemas, which mirrors both the time that some youth spend glued to their smartphones each day, and also reflects an ongoing campaign — by Mullenlowe MENA and their clients, Fixby — intended to tackle the very real issue of smartphone addiction among children and teenagers within the UAE.
The film brings to light the staggering amount of time pre-teens, teens and children spend on their devices, which amounts to nine hours and eighteen minutes daily. By immersing audiences in a social media-like scroll, this deliberately lengthy film challenges viewers to confront the harsh realities of smartphone addiction.
Daniel Herbert, Managing Director of Fixby, said, “Our mission is simple: to help families and schools create environments where children can thrive without the constant pull of their devices. We want to empower parents and educators with tools like our Fixby phone pouches, which are designed to encourage healthy habits. This film is a wake-up call, and we hope it inspires real change in how we handle technology use among young people.”
Some very concerning numbers about smartphone addiction come to light:
- 84 per cent of UAE students spend more than seven hours a day on their phones.
- More than eight in every 10 UAE students spend more than seven hours a day online.
- Troubling internal data from Tik Tok, reveals that 95 per cent of smartphone users under 17 are on the platform, with its algorithm often keeping kids up late and limiting real-world interactions.
As the film unfolds, it highlights the serious risks that come with excessive scrolling, including mental health issues such as:
- Aggression,
- ADHD,
- Depression,
- Emotional numbness,
- Social anxiety, and
- Loneliness.
The catch of the nine-hour film
Don’t Look Down serves as a wake-up call for parents, educators, and the wider community, urging them to take action before it’s too late.
Speaking on Dubai Eye 103.8, in conversation with Helen Farmer, the Chief Creative Officer at MullenLowe MENA, Paul Banham said, “We started with a blank sheet of paper, as we always do at advertising agencies, we addressed what’s the best way to do this? After many debates, the idea that floated to the top was why don’t we take the nine hours of social media – that at an extreme, children are spending on social media – and turn that into a film; create a premiere; invite educators, parents, influencers and others to experience this; and given them control over the length of the film, ironically via their phones, so that they can #EndTheScroll.”
The catch of the nine-hour film: It isn’t nine-hours long. It only last as long as the audience wants it to last, which means that they get to decide when to #EndTheScroll.
UAE-based organisation Fixby is leading the charge in raising awareness by supporting schools with lockable phone pouches to curb smartphone overuse, a critical step in addressing this growing crisis.
Fixby continues to advocate for delaying social media access until the age of 16. The organisation also recommends that schools do not require mobile phone devices in classrooms before this age to help reduce the risk of addiction while fostering more meaningful digital literacy through school-provided tablets and dedicated educational applications.
A recent survey from Dr. Alison Burrows, an expert in screen time, professor, and parent coach revealed that nearly 65 per cent of parents believe their children spend too much time on screens.
YouTube and Snapchat were identified as the most frequently used apps, with many parents expressing concerns about their kids’ social interactions and screen time habits.
Dr. Alison also found that 71 per cent of parents believe children would be better off without devices at school, and 86% are worried about the impact technology is having on their children.
Dr. Alison concluded, “It’s crucial for parents to understand the full impact excessive smartphone use can have on their children’s mental health, social development, and academic performance. Constant exposure to screens weakens emotional connections, disrupts sleep, and makes it harder for children to focus. Working together, we can help them lead happier, healthier lives, without being controlled by their devices.”
To pledge your support, Fixby is calling on people to click and engage with #EndTheScoll.
