People are now accessible to one another anyplace, anytime, and employees are constantly connected to their workplace. (As a recent Amstel “cell phone locker” initiative we wrote about put it: “Nowadays every professional with a smart device can confirm that it is impossible to get away from work.”) This increases accordingly the level of anxiety when trying to achieve a balanced work/family life. In a campaign from Orange in Israel, a family is seen enjoying themselves in an amusement park when the father receives a call from his boss. He hesitates: not answering the call could be a bad career move, but this family outing is valuable to him.
The park characters then come to life, singing to him to persuade him not to answer the call, to put his phone on silence mode and to dedicate his time to his family. In the end, Orange delivers the message: “There are times when you should put your cell phone aside, but at other times you have Orange Ultranet.” Orange tackles the work/family issue by encouraging its customers to change their behavior and reduce the amount of time on their phone in favor of quality time with the family, encouraging smarter consumption.