MullenLowe MENA and Current Global Address Teen Smartphone Addiction

With PR support from Current Global, MullenLowe MENA and Fixby premiered Don’t Look Down, a groundbreaking nine-hour film addressing the crisis of smartphone addiction among UAE teens. Screened at Roxy Cinemas, the film immerses viewers in an endless social media scroll, complete with ads, medical warnings, and a QR code inviting them to “End the Scroll.” With UAE teens averaging nine hours of daily screen time, the film mirrors their overstimulated reality and aims to provoke reflection and action.

Paul Banham, Chief Creative Officer at MullenLowe MENA, explains, “This project began with one question: How do we create a cultural wake-up call? By transforming screen time into a visceral cinematic experience, we’re challenging viewers to reflect and act. The film’s nine-hour runtime mirrors the monotony and overstimulation of endless scrolling—forcing discomfort to drive change.”

The endless scroll of social media isn’t just a time sink — it’s harming cognitive development and contributing to issues like ADHD, depression and anxiety. It’s also impacting education, with global PISA scores showing declines in reading, math and science. Don’t Look Down forces viewers to confront these challenges and rethink their relationship with technology, emphasizing the urgency of change.

The campaign goes beyond the film itself by offering practical solutions, such as lockable phone pouches for schools, developed in partnership with Fixby, to help curb smartphone overuse. Already gaining significant traction, “End the Scroll” has amassed over 150,000 signatures and plans for additional screenings, school activations, and community outreach. Supported by influencers and media outlets, the initiative encourages society to reconsider its relationship with technology and take steps toward healthier digital habits. To learn more or join the movement, visit www.endthescroll.com.