Smarter Start ab 14 — #socialmediaab16 · 2025

Deniz (9)fürchtet dasMonsterunterm Bett.

Deniz (9) is afraid of the monster under the bed.

The brief

The initiative Smarter Start ab 14 was calling for a German parliamentary petition: no social media before 16. The target: 30,000 signatures. The media budget: zero. The name: still missing.

First, we needed a name.

Short enough for a hashtag, clear enough for a petition – and a sibling to the initiative’s #unphoneschools.

Then we talked about the things kids are afraid of.

Hanna (10) hat Angst vor Spinnen. — Hanna (10) is scared of spiders.

Piet (13) findet Schlangen eklig. — Piet (13) thinks snakes are gross.

But the realmonster lurksin the chat.

Dabei lauert das echte Monster im Chat.

Reminder-Motiv: Kinder schützen. Social Media verzögern.

Reminders on the same screens closed the loop: protect children, delay social media – and sign the petition right there.

Drei Motive nebeneinander in einer Station

0 €

media budget

30,000+

signatures

Donated DOOH space across Germany, coverage from Bild to Hamburger Abendblatt.

Client

Smarter Start ab 14

Agency

Überground, Hamburg

Year

2025

I worked on

Concept, headlines

Next project — Axpo

Morgen wird gut.→