Proximus and Gezinsbond (Family Association) challenge young people to consciously stay offline for one afternoon

Today, Proximus and Gezinsbond are launching an awareness campaign focused on responsible screen use among young people. The campaign challenges young people to play a game of Digital Hide and Seek and consciously put their smartphones aside for one afternoon on Wednesday, September 24. The goal? To raise awareness about the risks of excessive screen use among young people in a fun way and invite them to discover what else is possible without constant online stimuli.

Consciously offline in an always-on world

Technology offers young people unprecedented opportunities to learn, create and connect. At the same time, the digital revolution creates a growing challenge: we are collectively at risk of becoming addicted to our smartphones and feeling pressured to be permanently online. The most recent Family Barometer published by Gezinsbond (Family Association) shows that one in five parents is concerned about their children's excessive screen time. A third of parents say that they are worried about how addictive social media can be.

According to the survey, schools also have an important role to play in making children “media literate”. Proximus also wants to fulfill its social responsibility. With its Digital Hide and Seek campaign, Proximus hopes in a fun and playful way to encourage young people to consciously take screen-free time. The campaign also has the support of Gezinsbond, which backs the message and will spread it among more than 100,000 members.

How does the game work?

Young people who register are challenged to switch their smartphones completely offline between 1 p.m. and 5 p.m. on Wednesday, September 24, by activating airplane mode and disabling all Wi-Fi connections. 

During that period, Proximus will send a test message via RCS. If the message is delivered immediately, it means the participant has been “caught” and is eliminated from the competition. Those who remain offline for the full four hours will receive confirmation that they have successfully completed the challenge and can call themselves the winners of the game.

In addition to the game aspect, there is also a reward: youngsters who record and share their offline experience in a creative way have the chance to win amusement park or movie tickets or attend a Red Devils match. This makes Digital Hide and Seek both a game and an invitation to use technology in a more conscious manner.

Watch the Dutch video: "Proximus plays Digital Hide and Seek" – 24 September

Towards a smarter digital life

Both at Proximus and Gezinsbond, the Digital Hide and Seek campaign perfectly aligns with broader projects. Gezinsbond, together with Child Focus, has been the driving force behind the Veilig Online initiative for a number of years now, empowering parents to be involved in the media education of their children. Interactive training sessions and webinars provide appropriate answers to the questions parents and children may have. Proximus is also working with Child Focus on this topic: every year, dozens of Proximus employees volunteer to take part in the “Internet Safe & Fun” project, raising awareness among 5th and 6th grade students about using the Internet safely. 

Proximus intends to raise the profile of this topic even further in the coming months. Under the Smarter & safer online banner, it aims to inspire consumers to act more consciously and safely when using digitalization and technology and to provide tools to support this. For example, a new AI tool will be launched to help users recognize and protect themselves against online fraud. Learn more about these initiatives on the Proximus "Smarter online" page.