Growing up with a phone
isn’t easy.
Since the introduction of smartphones, mental health problems like anxiety and depression have skyrocketed among our younger generations. As the UK’s largest mobile network provider, EE felt a responsibility to better equip them for this new world.
THE IDEA
EE LearnSmart is a dynamic mobile tool to help the UK’s youth learn to be smarter, safer and kinder online. Through short-form engaging content delivered by influential figures like Marcus Rashford and Daisy Edgar-Jones, LearnSmart offers a gamified learning experience. Kids earn badges and share achievements, unlocking digital privileges while reassuring parents of their readiness for the online world.
THE IMPACT
By tapping into Gen-Z’s preference for TikTok-style videos and their desire for genuine, relatable content, we’ve successfully delivered them hundreds of hugely helpful, uplifting, inspiring and educational skills that are open to any kid on any network. Resulting in two-thirds of teens surveyed reporting boosted confidence due to platform, and more than half of them feeling less anxious about their smartphones.