Disconnect to Reconnect: vivo's SwitchOff Campaign Highlights the Value of Family Time
Smartphones were originally designed to bring us closer to those far away. But ironically, their constant and often mindless use has created distance in our closest relationships — especially between parents and children.
8/25/20252 min read
Write your To raise awareness about this growing concern, vivo has returned with the sixth edition of its #SwitchOff campaign, encouraging people to disconnect from their devices and reconnect with their families. The campaign's central message is clear: switch off your phone and spend meaningful time with your loved ones.
The initiative included a powerful short film depicting a father-son relationship, where the child longs for his father’s attention while the father remains engrossed in his phone. In addition to the film, vivo activated several creative efforts to spread the message, including custom table accessories at Gola Sizzlers — a popular family restaurant — that encouraged families to enjoy meals without distractions. The campaign also featured eye-catching OOH (Out-Of-Home) placements in metros, malls, and residential buildings, serving as reminders to #SwitchOff.
Further, vivo collaborated with platforms like Swiggy, Uber, and Zepto for clever in-app integrations, reinforcing the message at everyday touchpoints.
To support and guide families in forming healthier digital habits, vivo partnered with experts such as Catherine Price, author of How to Break Up with Your Phone, and Riddhi Doshi Patel, a child psychologist and parenting counselor. Together, they advocated for better screen-life balance and quality family engagement.
As part of this effort, Switch Off Day was observed on December 20, 2024, where families were urged to turn off their phones for one hour.
The campaign was rooted in real data from a survey titled Impact of Smartphones on Parent-Child Relationship 2024, conducted in collaboration with Cyber Media Research (CMR). The findings were striking:
73% of parents and 69% of children cited smartphones as a source of conflict.
Children showed a strong willingness to create smartphone-free zones at home.
66% of kids said they’d quit social media if their friends did too.
94% preferred phones with only basic features like calling, messaging, and camera.
Most notably, 76% of children expressed a desire to switch off and connect more deeply with their parents.
These insights reveal the real impact of excessive smartphone use on family dynamics. And by consistently running the #SwitchOff campaign for six consecutive years, vivo has shown genuine dedication to promoting healthier digital habits and more meaningful human connections — a commendable move from a tech brand.