Many parents can recognise that their kids are hooked on high-stimulation content*

What they might not realise, however, is that they are witnessing the early signs of genuine addiction.

My First Addiction exposes the hidden reality of overstimulating children's media. With over half of children under four in Australia regularly consuming these shows, emerging research points to potential long-term damage to attention spans, impulse control, and dopamine regulation. 

This campaign is aimed at educating parents to make informed decisions, but more importantly calling on Australia’s National Children’s and eSafety Commissioners to focus on creating a children’s ethical media index ™

*high stimulation content is considered shows and media packed with rapid visual cuts and oversaturated colours.