In a city known for its towering skyscrapers and cutting-edge innovations, Dubai has taken a bold step to address a very modern dilemma: smartphone addiction among children and teenagers. A groundbreaking film, “Don’t Look Down,” recently premiered at Roxy Cinemas, sparking conversations and raising eyebrows with its unprecedented nine-hour runtime. Crafted by MullenLowe MENA in association with Fixby, this cinematic marathon is not just a film, but a vivid reflection of the screen addiction crisis facing the UAE's youth.
The Endless Scroll: A Cinematic Mirror
Imagine sitting in a cinema for nine hours, watching a film designed to mimic the ceaseless scroll of social media. That's exactly what "Don't Look Down" challenges its audience to do. This film is not just about entertainment; it's a bold confrontation with reality. By showcasing the staggering statistic that children, pre-teens, and teens spend an average of nine hours and eighteen minutes daily on their devices, the film serves as a wake-up call. It's a mirror held up to society, reflecting the unending screen time that has become part of everyday life.
The film highlights the serious risks that accompany this excessive scrolling. From mental health issues such as aggression, ADHD, depression, emotional numbness, social anxiety, to loneliness, the dangers are as numerous as they are alarming. This isn't just a film; it's a catalyst for change, urging parents, educators, and the wider community to take action before it's too late.
A Glimpse into the Digital Abyss
Recent studies paint a worrying picture: 80% of UAE students are online for more than seven hours a day, and 84% spend upwards of seven hours daily on their phones. It's a statistic that's hard to ignore. The problem isn't just the sheer volume of time spent, but the quality—or lack thereof—of that screen time. With platforms like TikTok keeping kids up late and limiting real-world interactions, the digital realm is fast becoming a substitute for genuine social connections.
Internal data from technology companies further underscores this concern. Troubling insights from TikTok reveal that 95% of smartphone users under 17 are on the platform, often losing themselves in the algorithm's endlessly engaging content. This isn't just about losing sleep; it's about losing touch with reality.
Fixing the Fixation: Practical Solutions
In collaboration with Fixby, a UAE-based organization leading the charge in raising awareness, “Don’t Look Down” doesn't just highlight the problem; it offers solutions. Fixby is pioneering efforts to curb smartphone overuse by supporting schools with lockable phone pouches—a crucial step in addressing this growing crisis.
Daniel Herbert, Managing Director of Fixby, encapsulates their mission succinctly: “Our mission is simple: to help families and schools create environments where children can thrive without the constant pull of their devices.” With tools like the Fixby phone pouches, they aim to empower parents and educators to foster healthy habits among the youth. This film is a wake-up call, but more importantly, it’s an inspiration for real change.
A survey conducted by screen time expert Dr. Alison Burrows revealed that nearly 65% of parents believe their children spend too much time on screens. YouTube and Snapchat emerged as the most frequently used apps, sparking concerns about social interactions and screen time habits. Dr. Alison's findings also showed that 71% of parents believe children would be better off without devices at school. It's a sentiment that resonates with many, as 86% of parents worry about the impact technology is having on their children.
Building a Digital Future: A Community Effort
The screening of “Don’t Look Down” concluded with an engaging panel discussion featuring Dr. Alison Burrows, Parenting Expert and Professor, alongside other education and wellbeing leaders. The discussion was rich with practical solutions and actionable strategies to support parents and educators in addressing smartphone overuse.
Dr. Alison emphasized the importance of understanding the full impact of excessive smartphone use on children's mental health, social development, and academic performance. “Constant exposure to screens weakens emotional connections, disrupts sleep, and makes it harder for children to focus,” she noted. By working together, we can help children lead happier, healthier lives, free from the control of their devices.
Fixby continues to advocate for delaying social media access until the age of 16. The organization also recommends that schools do not require mobile phones in classrooms before this age. Instead, they suggest fostering more meaningful digital literacy through school-provided tablets and dedicated educational applications.
A Call to Action
“Don’t Look Down” is more than just a film; it's a movement. In a world where screens dominate our lives, it challenges us to look up, engage, and take back control. The impact of excessive smartphone use is profound, but with awareness, education, and practical tools, we can change the narrative.
As Dubai leads the way in addressing this digital crisis, “Don’t Look Down” serves as a powerful reminder that the future of our children is in our hands. It’s time to act, to create environments where young minds can flourish, free from the incessant pull of their devices. Let this film be the wake-up call that ignites change, not just in the UAE, but around the world.
