Introducing Kid Walkers, a humorous (and slightly controversial) campaign to raise awareness among parents about a rather serious reality: some children spend only 35 minutes outdoors, a lack of open air that contributes to childhood myopia.

We sparked conversation and controversy with the launch of a new kid walking service endorsed by different influencers like Laura Escanes, Ana Peleteiro, or Tania Llasera. Once we had everyone's attention, we revealed our true message of awareness: This service is not real, but the increase in myopia due to lack of outdoor time is.

Agency: LLYC Madrid