KitKat partners with 36 Months to raise social media age with new campaign ‘Have a Break… until 16’
In a bid to encourage better breaks, without pressures of being always ‘on’
Today, the team behind KitKat announced a partnership with 36 Months - a pioneering social initiative dedicated to raising the age of social media usage from 13 to 16 - in an effort to help the next generation with the foundations they need to have better breaks.
To raise awareness of the cause, the KitKat team reinforced 36 Months' message with "Have a Break…until 16" mobile digital billboard at Parliament House.
The campaign also highlights the support of over 125,000 Aussies who’ve signed 36 Months’ online petition, supporting the legislation to increase the minimum age to 16 for social media use.
Recent KitKat research* uncovers Gen Z are finding it hard to take meaningful breaks without interruptions of technology or pressures to be ‘always on’. Over half (52%) of Gen Z saying they take breaks to get away from screen time, yet this isn’t being achieved with 50% looking at social media on their breaks.
With three-quarters of Gen Z acknowledging they need to take better quality breaks, the KitKat "Have a Break…until 16" message will support the movement towards meaningful ‘breaks’ for future generations.
Further to this, a recent Australian study* revealed 75% of adolescents who reduced their social media usage reported improved mental health, while 65% experienced a boost in self-esteem.
36 Months Director, Greg Attwells commented, "Raising the social media age limit will allow teenagers the crucial time to grow and take breaks without the pressures of digital platforms. We’re thrilled to partner with KitKat, to help encourage ‘quality breaks’ from social media throughout life. Together, KitKat and 36 Months want to create an intentional pause, during formative years, to switch off and truly ‘break’.”
Nestlé Confectionery Head of Marketing, Mel Chen added “At KitKat, we love engaging with our fans on socials but also understand the need for balance and time away from social.
“We champion ‘better breaks’ at every age – breaks should enable Aussies to disconnect from everything and return feeling refreshed. Breaks are essential for our mental health and development but in today’s world, our breaks are being interrupted by social feeds or the constant need to be ‘on’.”
*University of Sydney Study into automated and algorithmically driven social media environment, October 2023 - 1200 respondents New study reveals teenagers’ social media use and safety concerns
*Human8 Research conducted for KitKat, November 2023 – Conducted in Brazil, France, UK, India, KSA, with 1,000 respondents between the age of 18-30 years old