Kids spend far too long in front of screens, as much as 9 hours a day they reckon. This is a big problem. So we got chatting with award winning artist Robbie Cooper on behalf of Duracell to highlight this downside and then show the fun to be had when they got outside and mucked about a bit. We call it the IMMERSION PROJECT and it went down a storm, creating 1.5 million impressions and a lot of chat on social in the following months. Leading to an exhibition at the Science and Media Museum which was amazing and got everyone talking.