Smartphones are vital tools in today’s digital world. However, research told us 71% of parents are unsure how to navigate this conversation at a time when children are applying pressure for early, unrestricted access.

As a responsible telco known for ‘fairness’, 2degrees wanted to positively affect this milestone. By focusing on the moment a child receives their first smartphone, we could help children create a healthier relationship with their phones from day one while driving brand saliency.

Specifically, our objectives were to:

Make life demonstrably fairer for children & their parents when receiving a first phone

Drive further fame for 2degrees as the fairest telco in New Zealand

Increase footfall into 2degrees stores, enabling sales uplifts

Take leadership around healthy phone use in New Zealand

This ambition needed to be reached on a budget of $850,000, touch over half of New Zealand and be present in every 2degrees store.

Every time a child's phone goes ‘ting’, how do they know if they are receiving a good ‘ting’ or bad ‘ting’?

Good Tings is an unboxing experience which credibly teaches phone safety by interrupting the unboxing moment to provide education and encourage positive conversation between parents and children.

A packaging solution which can accommodate any phone new or old, including any existing manufacturer packaging from the likes of Apple or Samsung, the initiative has been meticulously designed to take children and parents on a journey which enables them to understand, agree and adopt healthy phone behaviours before it’s too late.

Rather than preaching advice like other online safety initiatives, the experience delivers valuable safety lessons in disguise, where every element of the unboxing entertains & engages kids first through the language, aesthetic and appeal of street culture.

Turning any phone bought at 2degrees into the safest phone in the world.

Inappropriate and uneducated use of smartphones have helped fuel a +151% growth in depression among young people.

As a responsible telco known for ‘fairness’, 2degrees wanted to positively affect the first key milestone when people’s digital behaviours are set: receiving their first phone.

This moment is critical: a first phone offers freedom & independence - but kids can end up with 24/7 access to social media, content and their mates. They are entrusted with acting in a safe & mature manner without understanding the dangers.

Working with online safety experts Netsafe, we uncovered 10 important and critical lessons all children should know before receiving their first phone, while understanding the importance of facilitating a conversation between parents & children before kids receive their first phone.

We decided to create a first of its kind educational experience which would engage young people and their parents, preparing them for a life online.

In developing Good Tings, we had to ensure not only were the lessons taught credible, but the way they were delivered was too. We therefore partnered with online safety experts Netsafe, packaging designers and grime artist Scrufizzer to create an entertaining experience that keeps kids safe.

To ensure engagement & education, the box design includes:

Ten core lessons on how to stay safe online, endorsed by Netsafe

Scannable digital content, including a bespoke educational music track by Scrufizzer which brings the lessons to life in a culturally-relevant way for kids

A contract for families to agree healthy phone habits and sign together

Fun, collectible stickers to remind kids of the lessons to learn, which could then be used to sticker-bomb their belongings and spread our lessons further

The phone, any type, new or up-cycled

The lessons, track & music video were also used to advertise the idea.

The initiative has had significant impact:

In three months, 40% of all New Zealanders had engaged in the campaign.

The lessons stuck, with 95% of those who interacted with the initiative learning safer behaviours.

60m+ saw the campaign, thanks to international coverage by publications such as MailOnline.

Boxes sold out within weeks and quarterly volume of mobile phone plan sales increased 39% YoY.

Boxes are being re-printed and are a permanent offering from 2degrees.

Importantly, the initiative has been integrated into the school curriculum, giving young New Zealanders the know-how to have safer phone experiences. This year, we will reach all school children aged 11-14.

Like obtaining a driver’s licence or learning to swim, mastering healthy phone habits will now be an early life milestone for New Zealanders.

The Good Tings First Phones Programme makes any first phone from 2degrees safer than one from any other telco in the world.