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Wait Until 8th: The Gift
Wait Until 8th – a nationwide movement of parents pledging not to give their children smartphones until after eighth grade – has released a poignant PSA depicting the psychological harm smartphones and social media inflict on young children. Peer pressure is arguably the biggest obstacle for parents who want to delay giving their children smartphones. Wait Until 8th helps them overcome this by providing a platform of solidarity, where parents can form communities of smartphone-free children. Directed by Kevin Berlandi of Durable Goods, the spot explores themes of anxiety, bullying, insecurity, and the too-early loss of innocence. In the spot, we see a young girl receive a smartphone for her birthday. She instantly snaps a selfie, which triggers a series of heartbreaking and toxic social media interactions that appear as if they are happening in real life.
Agency Alter Ego |
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