Ping, here’s a notification. Ping, here’s another… and another…and another. The problem with phone overuse is not limited to Reels rabbit holes. The average teen receives 237 notifications a day, according to New Zealand telco, 2degrees. Agency, TBWA\NZ and 2 degrees are offering relief.
As part of their ongoing Fighting for Fair platform, 2degrees and TBWA\NZ have launched NOtifications, to help New Zealanders take control of their notifications before they take control of them.
A 2degrees-commissioned survey found 46% of Gen Z say they receive far too many notifications, and 38% regularly feel overwhelmed, anxious or panicked. Across all age groups, half of New Zealanders said they receive too many notifications, and 30% struggle to concentrate because of them. The campaign alerts New Zealanders to this issue and provides very simple solves to manage your notifications.
NOtifications leads with a 30-second commercial spot to raise awareness around the scale of the problem and the promotion of three simple tips that can help everyone limit and better manage their notifications. The full campaign also includes out-of-home, digital and social media, ensuring the message reaches Kiwis in the very environments where notification fatigue is most prevalent and coincides with the school holidays in New Zealand – a time when many parents want to connect with their teens about screen time, focus, balanced digital behaviours and improving their digital wellbeing.
“Notifications are a constant distraction in our hyper-connected world, pulling us away from the things that matter. With an average of 237[1] notifications hitting our teenagers daily, this campaign literally cuts through the noise – by encouraging people to take back control of their digital lives,” stated Shane Bradnick, chief creative officer at TBWA\NZ. “We wanted to create something that felt urgent, relatable, and actionable. It’s not just about raising awareness; it’s about shifting behaviour.”
Dave Pearce, general manager of marketing at 2degrees, added, “At 2degrees, we believe in fighting for fair, whether that’s fairness in our pricing and products, or how we engage with our devices. Digital wellbeing is something we’re passionately focused on – as we should be, and NOtifications is the next step in helping Kiwis take back control of their digital lives, ensuring notifications work for them, not against them.”
Notifications is the latest in a series of purpose-led initiatives from TBWA\NZ for 2degrees, following Good Tings, a set of tips for parents and teens navigating the first-phone-moment, and Real Mode a programme encouraging Kiwis to put their phones aside at moments of real-life connection.
To regain control, 2degrees suggests:
- Say No – When apps ask to send notifications, be selective. Only allow the ones that genuinely require your attention.
- Tidy Up – Regularly review your notification settings and mute unnecessary alerts.
- Plan Ahead – Set specific times to check notifications rather than reacting to them all day.
[1] Common Sense Media 2023 study
Credits
Client: 2degrees
GM Marketing: Dave Pearce
Senior Marketing Manager: Haley Featonby
Associate Brand Manager: Sylvia Pitto
Creative Agency: TBWA\New Zealand
Chief Creative Officer: Shane Bradnick
Creative Partners: Ashley Wilding & Daniel Davison
Designer: Gabrielle Teasdell
Chief Executive Officer: Catherine Harris
General Manager: Simon Mills
Senior Business Director: Monique Seil
Group Strategy Director: Luke Kelly
Media: OMD
Production Company: AO Studios
Director: Liv McCylmont
Producer: Alva Casey
Production Manager: Nikita Kearsley
DOP: Luke Stockman
1st AD: Jonny Moffat
Gaffer & Grip: Kyle van Tonder
Art Director: Mo Leary
Offline & Online Editor & Grade: Alex Paul Mitchell
Audio Post: Milon Williams @ Boxcutter
