Fixby, in collaboration with Mullenlowe MENA, has unveiled Don’t Look Down, a thought-provoking nine-hour film currently screening at Roxy Cinemas. The film is a stark reflection of the time pre-teens, teens, and youth spend on their devices—an average of nine hours and eighteen minutes daily—and aims to raise awareness about the growing crisis of smartphone addiction in the UAE.
Designed to mimic the endless scroll of social media, the film immerses viewers in a sobering experience, urging them to reflect on the consequences of excessive screen time. The interactive feature allows audiences to decide when to #EndTheScroll, driving home the importance of taking control over technology use.
The Facts: A Digital Addiction Epidemic
- 84% of UAE students spend more than seven hours a day on their phones.
- 95% of users under 17 are active on TikTok, where algorithms contribute to late nights and reduced real-world interactions.
- Overuse is linked to mental health challenges such as ADHD, depression, emotional numbness, and social anxiety.
Fixby’s Mission: Helping Families Break Free
Daniel Herbert, Managing Director of Fixby, emphasized the brand’s commitment to empowering families and schools to combat device overuse. With tools like lockable phone pouches and campaigns to delay social media access until age 16, Fixby is fostering healthier habits for children.
“This film is a wake-up call,” Herbert explained, “and we hope it inspires real change in how we handle technology use among young people.”
Backed by Research
Dr. Alison Burrows, a screen time expert, found that:
- 65% of parents feel their children spend too much time on screens.
- 71% believe schools should not allow devices before age 16.
- 86% worry about technology’s impact on their kids’ mental health and development.
Dr. Burrows stressed, “Excessive smartphone use disrupts sleep, weakens emotional connections, and hinders focus. Together, we can create a healthier balance.”
Join the Movement
Fixby is calling on parents, educators, and the wider community to pledge their support by engaging with the campaign’s hashtag: #EndTheScroll.
Don’t Look Down serves as a poignant reminder that while technology has its benefits, reclaiming control is essential to fostering healthier lives for the next generation.
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