The kids of 2015. They’ve grown up with the Internet – their favourite toys are Apple, Samsung and co.

And instead of running around outside, they hang around indoors playing online games and staring at small screens.

This is the "mobile" generation. Not.

That´s why "Back to the Roots," Austria’s biggest organic food brand, decided to do something to stop our kids spending an excessive amount of time staring at mobile phone screens.

It’s time to tell them:

"MOVE YOUR APP!"

The launch was an instant success and immediately sparked an intense discussion about the excessive use of mobile phone games by kids.

Furthermore, it raised the question of how to teach kids to better control their use of mobiles phones in general.

MOVE YOUR APP! became a major topic, especially amongst young families. This strengthened the "Back to the Roots " claim of being the organic food brand that goes beyond organic.

"Back to the Roots" helped kids adopt a healthier lifestyle overall. Who would have thought that an app of all things could get them out and about again.

We developed an app that gets our kids out into the fresh air. The principle is straightforward; the kids have to get moving to earn their mobile phone playing time:

Firstly, the parents set the playing time limit. When time has run out, the app blocks all games on the phone and tells the kids to get moving.

The distance covered by the child is measured via GPS, the more the child moves, the more play time it earns.

The app also has a tracking function that shows the routes the child has covered.

Target audience: Young families