Melbourne's iconic skipping girl sign has been temporarily replaced by a modern 'scrolling girl' in a campaign aimed at highlighting the detrimental impact of excessive screen time on today's youth.
For one week the 90-year-old neon sign affectionately known as 'Little Audrey' will be switched off at its Abbotsford location and swapped with an installation of a girl scrolling on a phone.
The Dairy Farmers campaign aims to encourage children to balance outdoor physical activity with screen time.
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"The fact that we've replaced a play-based childhood with a screen-based childhood has been a disaster for the psychological and physiological well-being of children across the western world," child and adolescent psychologist Dr Michael Carr-Gregg said.
"What we've now got is this sedentary population of young people. It's terrible for their physiological wellbeing but also their psychological wellbeing and we're seeing that in record levels of depression, anxiety, self-harm and of course suicidal ideation.
"It's the biggest public health issue we face with young people today."
Teenagers aged between 13 and 17 are now spending more than three hours on screens, according to fresh research from YouGov.
Parents Adam and Olivia Stawksi said the scrolling girl sign provides a great message for their two boys, aged 12 and 14.
"It's tough for the kids now, but it's a great reminder to ensure the kids are still getting away from their devices when they can …and getting outside and being kids," Adam Stawksi said.
"We're struggling constantly just to find the right balance between having that social connection with their friends but then also being outdoors and being active and having a childhood," Olivia Stawksi said.
The parents admitted they notice a difference in their childrens' mood when they've used their screens.
"It's really hard to draw them away from their devices when they do finally get off, they're a different child really. Their demeanour changes, their attitude changes, they're very snappy," Adam Stawski said.
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"When they come in after playing with friends outside, they're a real joy to be around. It's chalk and cheese really."
Outside School Hours care providers Team Kids has also collaborated in the campaign by offering skipping challenges as part of a special 10 week program.
"Each week there's 7500 skipping ropes that are going to be out there in services and there's going to be challenges each week to improve things like their skip count [and] different tricks you can do with your skipping rope," Team Kids Founder Sam Hoath said.
Global skipping sensation Lauren Jumps hopes the initiative can encourage positive mental and physical health outcome for children.
"I was lucky to grow up in the 90s when we didn't have these distractions… Now I know as an adult how dangerous it is for me to scroll too long," she said.
"It's deeply concerning to think kids have access to that at such a young age.
"With skipping it's a total escape – like you can't be thinking about anything else when you're skipping, because otherwise you'll mess up."
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