2016 Winners & Shortlists

Brief Explanation

Screens are an integral part of children’s lives. The problem is they hold it too close to their eyes. We need to make sure they watch responsibly. So, we created the Samsung Safety app. The app operates in the background. It uses facial recognition technology to calculate the optimal distance. When the screen is too close to the child’s eyes, the app will block the screen. It will only become unblocked when the child moves his face back to the appropriate distance.

Results and Effectiveness

The app changed behavior of kids and trained them to hold screens at an appropriate distance from their eyes.

Creative Execution

Samsung is a leading company in creating devices like tablets and mobiles. As a brand that prides itself on providing solutions through its technologies, it was fitting that Samsung used its technology in a way that could change this behavior.

Insights, Strategy and the Idea

Kids are spending more time these days watching content on screens. While devices like mobiles and tablets are integral to education and entertainment, there’s an increasingly problematic behavior of kids sitting too close to the screen. This can cause damage to a child’s vision. So, Samsung addressed the problem with an app called Safety Screen. It is a unique means of detecting when children are sitting too close to the screen. The screen will become blocked and only unblock when the child has moved back to a safe distance. We created a case study of the app highlighting the problem and demonstrating the solution. We spread it across social media and made the app available on Google Play.