Scheduling a prerecorded call with the singer Mel B, a member of the emblematic group Spice Girls, is the proposal of the teleoperator O2 to reduce the time of the British in front of the phones and to stand up to the so-called “doomscrolling”. The company has launched “O2 Scroll Stopper”, a callback service with which it hopes to promote better digital well-being habits among the population.
The initiative has been developed together with the communication agency Hope&Glory PR and the consulting firm Strand Partners and consists of a WhatsApp automation that allows users to schedule a call with a recorded voiceover from the artist, popularly known as “Scary Spice.” Those interested will receive several clear and direct messages, reflecting Mel B’s personality, as reminders to disconnect from the phone.
The objective is to better manage screen time, which stands out as a growing interest among the population. The tool can be accessed by sending a WhatsApp message to the number 078682 89802 to request a call from Mel B. This is the message that appears when interacting with the service:
The “Scroll Stopper” is launched in response to the conclusions of a study carried out by the company among 6,000 British adults and which indicates that each citizen will lose 4.7 years of their waking life due to unproductive use of the phone, that is, aimlessly browsing social networks or switching between applications. Specifically, it points out that 36% of daily phone use is completely unconscious, which is equivalent to 1 hour and 26 minutes a day.
Furthermore, 74% of those surveyed claim that “doomscrolling” generates negative effects on health. On a psychological and social level, 61% admit to not being fully present in moments with loved ones or at live events and 23% report a notable decrease in meaningful in-person interactions. Meanwhile, on a physical level, 41% suffer from insomnia directly related to Internet use, and 23% have difficulty concentrating.
“Digital technology is fundamental to our lives, with many positive impacts, but this landmark study shows that people do not always feel in control of how they use it“commented Nicola Green, Director of Communications and Public Relations at Virgin Media O2. “Given that a significant proportion of the time we spend online is now involuntary, it points to a shift in how digital habits are being formed and the impact this has on people’s daily wellbeing.”.
The initiative coincides with the launch by the operator of a new digital well-being strategy, aimed at helping Britons develop healthier technological habits. It is based on five fundamental principles: integrating fundamental rights into technology; make responsible product decisions; giving people greater control over their digital lives; encourage a healthier balance between online and in-person experiences; and drive broader progress through research, partnerships and education.
