SFCxUS calls for more playtime, less screen time

Smartphone Free Childhood US (SFCxUS ), a grassroots movement of parent advocates has released a powerful new campaign created by Fearless Mortals. 

The spot, Let’s Change The Norm, emphasises that smartphones and social media impose adult-sized responsibilities on children who are not yet ready to manage potential online bullying, addictive algorithms and harmful content such as cyberbullying, hackers and porn. 

SFCxUS mission is to highlight the pressures placed on children by smartphones and social media and promote a return to a childhood that's rich in play, relationships and real-world experiences. 

Interestingly, the spot was written and shot before Lisa Masseur, EP and Partner ofTessa Films, learned about SFCxUS. She subsequently approached them to see if they’d be interested in using the spot for their messaging. "My kids were among the first generation to grow up with smartphones and social media – and to bear the brunt of their damaging effects," Masseur comments. "Through middle and high school, especially during the pandemic years, I watched their lives become increasingly consumed by devices. Many parents, me included, struggled to manage screen time, and too often we gave up. The cost was heartbreaking: rising anxiety, eating disorders, depression and bullying."