From algorithms to autonomy: Wippa wants teens to have their ‘first best summer’

Australians kids aged between 13 and 16 are heading into their very first summer without the crutch of social media to help while away the hours.

From December 10, Australia will switch off social media access for this age group across Tiktok, Instagram, Facebook, Snapchat, X and Youtube. The changes to the Online Safety Act are designed to protect those at a vulnerable age from the minefield of mental health issues, explicit content, and the addictive, mindless scrolling that these platforms bring.

36 Months, the grassroots organisation that played a vital role in pressuring the government to implement the world-first ban, is now looking for support to help make these coming school holidays unforgettable for platform-less kids.

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‘The First Best Summer Ever” campaign is calling on businesses, community groups, and other to provide fun activities for this age group to do this summer.

Michael ‘Wippa’ Wipfli co-founded 36 Months in May 2024. He tells Mumbrella that this campaign is the natural next step in supporting the development of teens.

“We don’t want it to be all doom and gloom, and the idea that kids in that age bracket are just sort of blanked from social media and therefore they sit there twiddling their thumbs,” he says.

“So, it’s to recognise that, sure, it might be a slight interruption to your life, but there’s some great things on offer for you.”

Brands are invited to jump on board with the campaign by offering up product discounts, centering activations around teenage interactions, creating exclusive “drops” (as the kids say), or to simply come up with their own ways to help soften the disruption to teenagers that may occur when social media channels are no longer available.

“We’re encouraging companies to come on board and put their hand in the air and say, ‘Hey, we want to invite everybody between the age of 13 and 16 to come and get involved in what we have to offer’.

“I mean, it would be a great world that existed if you’re able to announce it on Tuesday morning, between 11am and midday, if you come down to 7-Eleven, there’s a free slurpee – or whatever that might look like … it could be movie tickets.

“It’s those sorts of things which will encourage kids to get out and about and make sure they’re rewarded for this slight change.

“I mean, these are all ideas we’ve been throwing around, but really it’s just to build a bank of activities and targets and products that people and kids can get involved in to make their summer the best ever.”

The Best Summer Ever campaign sees 36 Months partner with Omnicom and DDB Melbourne

The campaign has a nostalgic feel to it, harking back to long hot summers away from school and schedules, where aimless outdoor adventures become foundational memories.

Of course, social media didn’t invent the sullen teenage shut-in, but the tendency has been amplified by algorithms.

Wipfli would love to see a massive societal change come from this campaign – but really, it’s mostly about getting kids to get outdoors and discover a viable social alternative to screens.

“It’s a drive to get out and about,” he says. “It’s forcing you out of the house and encouraging you to take advantage and seeing the positive of your age at this moment in time, and how you can celebrate being that age.”

Kids will still have phones, but Wipfli notes that “the face-to-face is always going to be more powerful”.

“And the other thing is, too, if you’re out and about, it simply and naturally builds adventure. We’re always supporting the idea of adventure. When you’re out and about, you naturally grow and learn from the environment you find yourself in.

“Whether it’s team sport or it’s just a group of mates hanging out at the park or riding bikes, whatever it might look like, these are great team-building activities with a sense of belonging attached.”

It also allows the younger generations to sit with boredom, which leads to creativity. Teenagers sitting around asking, “what are we going to do?” will inevitably lead to good — or at least interesting — things happening.

“I always think about, with the kids, should I be entertaining them? Should I be doing more with them? And then you think to yourself, ‘No, it’s okay for them to be bored’. And the knock-on effect and the result of that is them coming up with an idea to excite them, or an idea of something to do. And I think that’s very healthy.”

Wipfli is encouraging brands to reach out to 36 Months to become part of the movement. To this end, 36 Months is hosting an online session on Thursday morning from 10am, for brands and media owners keen to learn more about the campaign – which includes a $3 million advertising drive, with early support from Nine and Nova.

“If there are brands reading this, we encourage them to contact 36 Months. Just let us know how you want to get involved and what you could possibly offer to make this the best summer ever.”

Register your interest in the information seminar here.