AUCKLAND, Today: 2degrees has launched NOtifications, the latest campaign in its Fighting for Fair platform, helping Kiwis take back control from overwhelming digital distractions.
Created with TBWA\NZ, the campaign is part of the Fairer Phones Project, which supports healthier digital habits through practical, science-backed advice and creative ideas.
At its heart is a bold 30-second spot showing how alerts constantly interrupt our lives. It offers three easy steps to help people manage their notifications better.
Launched during school holidays, the campaign encourages conversations between parents and teens about screen time, focus and wellbeing. The ad shows the daily chaos caused by constant pings — especially for teens, who often feel overwhelmed and anxious.
A 2degrees survey revealed 46% of Gen Z say they receive too many notifications. 38% say they often feel anxious or panicked because of them. Half of all Kiwis report getting too many alerts, and 30% say it affects their ability to focus.
“With an average of 237 notifications hitting our teenagers daily, this campaign literally cuts through the noise – by encouraging people to take back control of their digital lives.” – Shane Bradnick
“Notifications are a constant distraction in our hyper-connected world, pulling us away from the things that matter. With an average of 237 notifications hitting our teenagers daily, this campaign literally cuts through the noise – by encouraging people to take back control of their digital lives,” says Shane Bradnick, Chief Creative Officer at TBWA\NZ.
“We wanted to create something that felt urgent, relatable, and actionable. It’s not just about raising awareness; it’s about shifting behaviour.” The campaign runs across TV, digital, social and outdoor, targeting places where people are most distracted by devices.
“At 2degrees, we believe in fighting for fair, whether that’s fairness in our pricing and products, or how we engage with our devices. Digital wellbeing is something we’re passionately focused on – as we should be, and NOtifications is the next step in helping Kiwis take back control of their digital lives, ensuring notifications work for them, not against them,” says Dave Pearce, 2degrees GM Marketing.
The campaign follows Good Tings and Real Mode, previous initiatives focused on positive tech use.
2degrees suggests – Say No: Only allow essential alerts.
- Tidy Up: Mute the rest
- Plan Ahead: Set times to check in
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