With this campaign Crayola aims to combat parents switching to digital methods to occupy their children. Around the world adults and teenagers are becoming more aware of the negative effects technology can have on our physical and mental health. Despite this, parents are still resorting to technology as a means of occupying their children when times are difficult. The Digital Detots campaign is designed to remind parents that children also need to switch off sometimes. Free and loose shapes used throughout the campaign represent both chaos and relaxation. Whilst colour and tone of voice are utilised to make sure enjoyment remains an undeniable part of the campaign, they also add a sense of warmth and reassurance to, what could be, a daunting topic for parents.