ABOUT

After two years working to generate awareness regarding the danger of excessive screen time for our eye's health, Multiópticas, under the Screen Pollution storyline, wanted to target an active community that wasn't aware of the amount of time they spend on screens: people over 45 According to the data, 70% of the Spanish population between 45 and 75 years of age do not identify as gamers. However, 85% of them spend an average of 1 hour and 20 minutes playing with devices with screens. An activity they carry out in the worst conditions for their eye health: small screens and darkness. To raise awareness about this, we decided to make this reality visible by challenging the stereotyped image of gamers, empowering older people who enjoy video games, and inviting people to make responsible use of screens. We decided to use a personal and anecdotic experience to build our story. We succeeded in making the person who refused the most that was a gamer to become a professional gamer: the former vice president of the Congress of Deputies, Celia Villalobos, who was caught playing Candy Crush at Congress and denied it for years. We created the first E-Sports team made up of people over 45 years old and led by Celia Villalobos, and announced it on social media in an unbranded phase. After 48 hours of debate and theories about who could be behind the team, we revealed the real message in a live Twitch with Celia. Making this phenomenon visible, helping Celia to redeem from her past experience, raising awareness about the daily consumption of screens, especially when we play with them; and demonstrating the brand's commitment to this reality.