Objective: Turnoff Week kicks off April 20, encouraging consumers, particularly children and families, to turn off screen-related activities, including the TV, computer, and video games. “Media is a wonderful thing when used properly,” said Robert Kesten, executive director of the Center for Screen Time Awareness. “This is a week where you can turn it off and spend time with the people... important in your life.”
Idea: The Center is celebrating 15 years of Turnoff Week by introducing local events to its PR and expanding with a fall Turnoff Week in September. “It's a very difficult program to get the kind of attention it deserves and needs because there are those in the media who are scared of being turned off,” Kesten said. But the effort's messaging tries to promote a healthy balance of media and screen-free activities.
Tools: The Center is pitching and responding to media, particularly radio, which has historically covered the campaign. It is also leveraging relationships with first-time partners such as Barnes & Noble, which is hosting events at locations nationwide. Additionally, the Chicago Toy & Game Fair will promote Turnoff Week for the first time, as will Patch Products, which is donating board games to be used during potlucks and game night events in more than 20 communities across the country.
Measurement: The group will measure success by monitoring unique hits to its Web site, listening to feedback from consumers, and tracking local coverage of events.
Company: Center for Screen Time Awareness
Campaign: Turnoff Week Spring 2009
PR team: Internal
Launch: April 20