Yes, we are all on our phones way too long. Like, too long. Too much screen time affects our concentration, eyes and mental health. Now, global performance-running lifestyle brand Saucony has partnered with full-service creative agency Doner and Doner Partners Network to address the growing concern about excessive screen time.
People today spend too much time on their phones and not enough time being active. Inspired by research conducted by DPN research firm, HarrisX, the average person scrolls the distance of three marathons (78 miles!) annually on their phones. The research also found that over 60% of Americans report that their daily smartphone usage has increased year over year.
We were shocked to learn the average consumer is scrolling the distance of three marathons a year and set out to inspire a behavior change,” said Kathryn Pratt, Chief Marketing Officer at Saucony. “The Marathumb Challenge is intended to help us all make small changes in our daily lives which will have a significant impact on both mind and body. We want to encourage people to shift the balance of their screen time and step time for physical, mental and social benefits.
The international campaign – running in US, France, Sweden, the UK, Canada, Australia, and Italy – highlights that the average person scrolls the distance of three marathons annually on their phones.
“The Marathumb Challenge” is a 6-week experience encouraging participants to measure the distance they scroll against the distance they move each week. If users move further than they scroll, they can earn rewards in the form of exclusive Saucony-branded merchandise. The challenge aims to combat sedentary behavior and promote a healthier, more active lifestyle. Watch the launch video below:
REELated:
“People know they should scroll less and move more,” said Colin Jeffery, CCO at Doner. “They just needed a push, a challenge, and a little incentive. The Saucony Marathumb Challenge does all that and more, while helping people improve their physical and mental health.”
Participants can engage in The Marathumb Challenge by downloading the Marathumb app, available on both iOS and Android platforms. The app enables users to track their scrolling and movement distances throughout the 6-week challenge.
The Challenge begins on January 22, aligning with the launch of Saucony’s Ride 17 running shoe, designed for everyday movement and longer runs.
Doner and Saucony also turned to content creators and medical experts, including Dr. Joe, M.D., and former Bachelorette star Tayshia Adams to get their message out.
The campaign aligns with the launch of the Saucony Ride 17 running shoe, emphasizing its suitability for everyday movement. By addressing the issue of excessive screen time, Saucony aims to encourage individuals to prioritize physical activity and lead a healthier lifestyle.
Doner has implemented a global integrated campaign, incorporating digital, social, e-commerce, retail extensions, and out-of-home advertising to raise awareness and drive engagement. Saucony’s initiative reflects a growing awareness of the impact of sedentary behavior and aims to inspire positive changes in people’s daily habits.
CREDITS:
BRAND: Saucony
- Jordan Yob, Senior Brand Marketing Manager
- Andrea Love, Marketing Operations Manager
- Whitney Parks, Senior Marketing Director
- Ian Dunn, Global Head of Creative
- Kathryn Pratt, Chief Marketing Officer
AGENCY: Doner
- Wendy DeWindt, EVP Brand Leader
- Maddie Sager, Senior Account Executive
- Alex DeMuth, Associate Director, Strategy
- Colin Jeffery, Chief Creative Officer
- Jeffrey Beck, Group Creative Director
- Angelo Patrona, Creative Director
- Liam Soren, Creative Director
- Dylan Lang, Sr Art Director
- Apple Xenos, Associate Creative Director
- Jennie Hochthanner, SVP Director of Motion Content
- Domenic Caruso, Sr Broadcast Producer
- Sheryll Kollin, SVP Director of Business Affairs
- Theresa Bland, Business Manager
- Jim Jakubiec, Talent Manager
- Paul Brown, Proofreader
- Dieter Miller, Retoucher
- Tony Del Bel, Sr. Audio Director
- Jessica Shamma, Sr Integrated Producer
- Jennifer Rhodes, SVP Director of Studio Operations
- Doug Thomson, Print Production Director
- James LaMoreaux, Art Producer
- Christopher Kelley, Associate Design Director
- Matt Sommerfield, Retouching Director
- Kathryn Smith, Associate Director, Project Management
- Ben Grossman, Chief Strategy Officer
- Sarah Whitton, Project Manager
PR Agency: KWT
- Lauren Wright, Vice President
- Tiffany Trilli, Sr Account Supervisor
- Jessica Spar, Senior Vice President, Social Media + Influencer Marketing
- Antonia Paruolo, Sr Account Executive
- Emily Robertson, Account Supervisor, Influencer Marketing
RESEARCH: HarrisX
CONTENT: Wolfgang Production & NativeFour Production
CGI: Frame48
App Creation and Development: Huncwot & Airnauts
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