Ministry of Education

Ministry of Education | Take A Break

Screens are everywhere, so how do we use them responsibly? BT worked with the Ministry of Education to create “Take A Break,” a digital campaign encouraging kids and parents to build healthier screen habits. With social ads, influencer content, and streaming audio, the campaign reached Saskatchewan families where they spend the most time – online. 

CHALLENGE

Too much screen time can impact sleep, mental health, and well-being. The Ministry of Education wanted to help families find a healthier balance. 

IDEA

Create a campaign that feels like a friendly nudge rather than a lecture, using social media, influencers, and digital ads to normalize taking breaks from screens. 

EXECUTION

Platform-specific approaches maximized impact: non-skippable YouTube ads secured high completion rates, TikTok and Snapchat drove strong click-throughs, and Spotify ensured the message was heard in full.