A mind-numbing 9-hour film began screening at Roxy Cinemas in UAE last weekend. The film, Don’t Look Down, is a simulation of a teenager’s screen-time. And it’s a PSA – by MullenLowe MENA for Fixby, an organisation that is leading the charge in raising awareness of smartphone addiction by supporting schools with lockable phone pouches to curb smartphone overuse
The film, part of a wider purpose-driven campaign called End The Scroll, aims to tackle smartphone addiction in children and teens. The film was conceived as a social experiment and creative intervention, forcing audiences to confront the unsettling reality of excessive smartphone use. It locks viewers into a simulated endless social media scroll, mirroring the fragmented, often overwhelming world of social media. It is 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 and reflecting the urgency and resonance of its message.
The vastly long run-time challenges viewers to experience what children endure daily, and, more importantly, to take action. The campaign website describes the importance of the campaign. 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.
Paul Banham chief creative officer, MullenLowe MENA, commented, “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. 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.”
Daniel Herbert, managing director of Fixby, stated, “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.”
Following the premiere at Roxy Cinemas, additional screenings are planned alongside initiatives to extend the conversation into schools and communities. Future phases include school 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.
Credits
Client: Fixby
Managing Director: Daniel Herbert
Campaign secilaist: Dr. Alison Parenting
Founder: Dr. Alison Burrows
Campaign Partner: Roxy Cinemas
Technical Director: Hasan Galaby
Operations Director: Afaf Hassan
General Manager: Mohamed Abdelmonim
Marketing Manager: Mirna Nafea
Comms Agency: Current Global
Account Director: Nikita Sidana
Team: May Hajouj
Digital Agency: MRM
Group Account Director: Tom Mcnulty
Account Manager: Deepika Varri
Manager: Asiia Sharafeeva
UX Designer: Muhammad Ruhani
Creative Agency: MullenLowe MENA
Chief Creative Officer: Paul Banham
Head of Art: Prerna Mehra
Creative Director: Thomas Young
Head Of Design: Breno Ribeiro
Copywriter: Harry Marino
Art Directors: Luke Hibbert & Chloe Salloum
Business Director: Seif Kandil
Account Director: Cameo Smiljanic
Producer: Mounir Mohamad
Creative Technologist: Julian Hespenheide
Influencer & PR Agency: Middle East Communications Network (MCN)
PR: Roksar Kamal
Creative Lead: Lara De Souza
Production, Post & VFX: MullenLowe MENA
Directors of Photography: Kareem Azab, Mahmoud Heikal, Hamdan Ali & Nadin Khalifa
Editor: Zahid Gill
Animation: Saneer Kizhakkeparambil
