OMO’s latest campaign, created by FP7 Dubai, is based on several alarming statistics:

Kids had an average of 48 minutes per day to engage in physical activity at preschool
3-year-olds (and older) spend over four hours a day in front of a screen
Approximately 30% of GCC nationals aged 20 and younger are considered overweight or obese
So, what do you do?
While detergent brands have always advocated the idea that “dirt is good” encouraging outdoor playing time, OMO took it a step further. Since, on average, kids spend less than an hour a day in active play, it means 23 hours idle and inactive.

To get the conversation, it launched a painfully dull 23-hour live stream showing a kid doing what kids today do best: absolutely nothing. Other than, watching TV, playing video games…you get the idea.

The 23-hour video was live on a YouTube Masthead, Twitter/Periscope, and Facebook Live.