36 Months calls on brands to inspire teens to reclaim the holidays in ‘The First Best Summer Ever’ campaign via Omnicom and DDB Melbourne
Social media is taking a back seat this summer, following the social media age delay that united Australian parents and both sides of Parliament, and social change movement, 36 Months, is calling on brands to help make these holidays unforgettable, as Australian teens reclaim summer with real experiences. 36 Months partnered with the creative minds at Omnicom and DDB Melbourne to create the new campaign titled ‘The First Best Summer Ever’ and activate it across the nation.
36 Months is inviting brands to take part in the pivotal moment the delay takes effect, improving the health and happiness of Australia’s teens by supporting the campaign and offering discounted experiences, exclusive drops and special offers for 13-16 year olds.
This is how Australian brands can show up for a generation.
36 Months Founder and Nova radio presenter, Michael ‘Wippa’ Wipfli, is set to host a virtual information session for interested brands this week. Brands and media owners keen to learn more can join the information session with Wipfli on Thursday, 6 November from 10am AEST. To join, register here.
Wipfli will take businesses through the planned $3 million media campaign in the session, which already has support from Nova and the Nine Network.
Wipfli said: “We’ve always tried to show up in a positive way. We weren’t against big-tech, we were for healthy teen development. 36 more months for kids to get to know themselves before the world does. The First Best Summer Ever reframes December 10, not as the day restrictions come into effect, but as the start of something better.”
“We are looking forward to seeing Aussie brands back this important and inspiring campaign. December 10 is only going to happen once; it’s a significant moment for Australia, and the world is watching.”
36 Months’ recent research found that 81% of parents of teens would feel positive towards a brand that supports this type of initiative*.
From December 10, Australian teens will have their social media switched off, as Australia enacts its world-first social media delay for people aged under 16.
The law, which includes delays on major platforms like TikTok, Instagram, Facebook, Snapchat, X and YouTube, is designed to protect children from the potential mental health risks, inappropriate content and addictive behaviours associated with social media use at a young age.
The delay means that this summer holiday period is set to be the first without social media for many teens, meaning less anxiety, less screen addiction and less trolling, and more time for the best parts of an IRL summer.
Says Psembi Kinstan, Chief Creative Officer, DDB Melbourne: “We know a huge majority of parents, teens and Australians support the social media delay, but with the media focused on misinformation and negative impacts, we risk losing sight of why this delay exists in the first place. We must galvanise the community around the positive impacts of the delay, or risk the whole movement. This is not about taking something away, but instead, giving teens the chance to discover themselves, before the world discovers them.”
Wipfli and FINCH production company Founder, Rob Galluzzo, launched 36Months last year, as part of a nationwide call to raise the minimum age Australian teenagers can sign up to social media accounts from 13 to 16.
The initiative, named for the critical phase of psychological development between ages 13 to 16, has been backed by key figures across Australian entertainment, education and politics, including author and parenting expert, Maggie Dent, former NSW Premier, Dominic Perrottet and media personality, Hamish Blake.
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