![]() ![]() Digital interactions can make us feel less socially excludedĪnd yet, on the upside, we are also living in a time when society is more digitally connected than ever. And we know that most mental health problems first appear during adolescence. Anecdotal evidence from parents reinforces the view that it is often teenagers most struggling with being apart from their friends. While a study of 60,000 people in lockdown by University College London did not survey under-18s, it found that the youngest in the sample (18- to 24-year-olds) were suffering most, showing the highest levels of loneliness and feeling down, while those over 60 were showing the highest levels of life satisfaction. The evidence that we do have – colleagues and I are currently immersed in research on the theme – seems to point in that direction. While there is so far only minimal research on the lockdown, one could easily hypothesise that adolescents might suffer especially. In turn, peer approval becomes especially influential in shaping decisions and behaviour, as adolescents start probing their place in a maturing social world. At this age, you are focused on your peers. Infants and children mainly depend on attention given by parents or caretakers, with the importance of peer contact growing from that point onwards, probably reaching its maximum importance in adolescence. The importance of peer contact changes across development. What they are specifically locked away from is social contact with their peers. So how concerned should we be about the current lockdown and how it might be affecting children and adolescents? First, it’s important to recognise that most of them will not be spending lockdown deprived of all social contact, as in the animal studies, but in close interaction with their family. Harrowing animal research studied by undergraduate psychology students around the world illustrates how the deprivation of social contact in childhood and adolescence can have negative effects on development that extend long into adulthood. From then on our lives are governed by our surroundings: they determine how we learn, develop and feel. ![]() By the time they’re a few months old, infants start engaging with the social world around them, participating first in the simplest of interactions through gestures and facial expressions. Social contact and stimulation shape our lives from the very start. But it won’t change the reality of what might well be a long period of curtailed social interaction with anyone outside our own home, a reality that’s especially significant for children and young people. A unique opportunity for advertisers to add low-threshold impact to a campaign in an inspiring shopping environment.Sure, change the label. To further increase the effectiveness of campaigns, Ocean also offers the possibility to combine screen deployment with promotional activation for the screen. The 28-m² full-motion screen in the heart of Westfield Mall of the Netherlands contains state-of-the-art technology that makes it possible to realise various forms of interaction, including augmented reality and interactive gaming.ĭeepscreen™ technology, successfully introduced recently, with which 3D campaigns can be shown and expressions truly come to life, is also possible. The Unlimited is a unique proposition in which everything that makes Digital Out of Home so powerful comes together and nothing is left to the imagination. Xavier Tilman, Managing Director Ocean Outdoor Nederland – “The launch of The Unlimited in the wonderful Westfield Mall of The Netherlands is a new chapter in the history of Digital Out of Home. At Ocean Labs, we come up with technical and creative suggestions and we are happy to assist in setting up activations. ![]() For instance, a dedicated campaign with promotion, your own stand in front of the screen, the distribution of goodies, a photo booth, etc. Thanks to the location of the screen, it is very suitable for activations. This unique screen is 28m² in size, fully interactive and perfect to use for our specials, Deepscreen™, AR or Speechbubbles. In addition to the current screens – Carousel – The Entrance – Large Format Landscape – 44 Digital Totems – there is now also The Unlimited. With the arrival of the new ‘The Unlimited’ digital screen, Ocean is expanding its portfolio and thus reinforcing its unique proposition. Westfield Mall of the Netherlands, 30 September 2021 – Since the opening of the Mall, Ocean has operated 49 digital screens here.
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