We were asked by Australia’s national dictionary, The Macquarie, to remind people of the relevancy of such publications. Our idea was to create a new word that sparked a global conversation around the issue of poor smartphone manners. The word was ‘Phubbing’; the act of ignoring the person in front of you in favour of your smartphone. The ‘Stop Phubbing’ campaign was discussed in over 180 countries via social media. Over 750 news outlets in 50 countries covered the campaign, earning an astounding 435 million PR impressions while reaching 3.6 million Australians.
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