Addressing the ongoing pervasive issue of smartphone addiction among teens and children, MullenLowe MENA, in collaboration with Fixby, has unveiled ‘Don’t Look Down’ – a nine-hour film premiered exclusively at Roxy Cinemas, described as ‘shocking’, ‘pivotal’, ‘horrific’ by audiences.
The film serves as a powerful social experiment and creative intervention, forcing audiences to confront the unsettling reality of excessive smartphone use by pre-teens, teenagers and youth.
Blurring the lines between entertainment and intervention, “Don’t Look Down” immerses viewers in a simulated endless social media scroll, punctuated with ads, medical warnings, and a QR code that challenges the audience to “End the Scroll.”
Within 48 hours of the premiere, the campaign had already sparked over 30,000 sign-ups, driven by organic interest, reflecting the urgency and resonance of its message.
Talking about the creative process behind Don’t Look Down, Paul Banham, Chief Creative Officer, MullenLowe MENA, said, “The genesis of this project was a blank slate, a collective question: How do we cut through the noise and create a cultural wake-up call? By transforming nine hours of screen time into a visceral cinematic experience, we’re inviting society to wake up, engage in healthy debate, and drive change—together.”
Banham added, “While critics may question the nine-hour runtime, the film’s unrelenting pace is precisely the point. It forces viewers to sit with discomfort, mirroring the monotony and overstimulation of endless scrolling. The choice is yours: endure, reflect, and act—or keep scrolling.”
The problem addressed in the campaign
On average, pre-teens and teenagers in the UAE spend nine hours and eighteen minutes daily glued to their screens.
This film mimics that relentless scroll, immersing viewers in a simulated feed that reflects the fragmented, often overwhelming world of social media. The deliberately prolonged runtime challenges viewers to experience what children endure daily, and, more importantly, to take action.
Daniel Herbert, Managing Director of Fixby, said, “MullenLowe MENA is renowned for their purpose-driven work, and as long-standing regional partners, we’ve experienced firsthand their ability to create impactful campaigns that resonate deeply. When we learned about Don’t Look Down, it immediately struck a chord with us and aligned perfectly with our shared mission.
“At Fixby, we are committed to helping families and schools create environments where children can thrive without the constant pull of their devices. Tools like our lockable phone pouches are just one part of the solution, and this film adds another powerful layer—a wake-up call that sparks meaningful conversations and inspires lasting change in how technology is managed for young people.”
Teens in danger: extent of the addiction and its effect
The endless scroll of social media isn’t just a time drain, it’s affecting cognitive development and contributing to issues such as ADHD, depression, and anxiety. Beyond its impact on mental health, excessive screen time is also taking a toll on education.
Global PISA test scores reveal significant declines in reading, mathematics, and science skills, highlighting an urgent need for intervention. By replicating the nine hours of scrolling that have become a daily norm for young people, Don’t Look Down challenges society to face these challenges head-on and reconsider its relationship with technology.
In collaboration with Fixby, a UAE-based organisation, who 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.
Tangible solutions to help teens
It is addressing smartphone addiction in a tangible way — through lockable phone pouches that help students regain focus in classrooms. This simple yet effective solution complements the film’s message, providing a practical tool to curb overuse and encourage healthier habits.
The campaign doesn’t stop at the big screen. Following the premiere at Roxy Cinemas, additional screenings are planned alongside initiatives to extend the conversation into schools and communities.
Future phases include targeted school-focused screenings, partnerships with educational institutions, and broader community engagement to keep the dialogue alive among teachers, educators, child specialists, mental health professionals, schools, nurseries, and parents.
Influencers and media outlets have already begun amplifying the message organically, creating a ripple effect that ensures this important conversation continues to reach and resonate with a diverse audience.
