2degrees and TBWA\NZ call for Kiwis to say NO to notifications

2degrees has launched ‘NOtifications’ as part of its ongoing ‘Fighting for Fair’ platform.

Created by TBWA\NZ, it launches as part of the Fairer Phones Project, a series of initiatives focused on healthy digital behaviours.

With NOtifications, 2degrees continues to provide practical, science-backed solutions to help people use their devices on their terms.

The campaign featured a startling 30-second spot to raise awareness about the scale of the problem, along with the promotion of three simple tips to help everyone limit and better manage their notifications.

It was also launched to coincide with the school holidays in New Zealand. This is a time when many parents are looking to connect with their teens about screen time, focus, balanced digital behaviours and improving their digital wellbeing.

Say goodbye to notification fatigue

A 2degrees-commissioned survey found 46% of Gen Z say they receive far too many notifications. Meanwhile, 38% regularly feel overwhelmed, anxious or panicked.

Across all age groups, half of New Zealanders said they receive too many notifications, and 30% struggle to concentrate because of them.

“Notifications are a constant distraction in our hyper-connected world, pulling us away from the things that matter,” says TBWA\NZ chief creative officer Shane Bradnick.

“With an average of 237 notifications hitting our teenagers daily, this campaign literally cuts through the noise – by encouraging people to take back control of their digital lives.

“We wanted to create something that felt urgent, relatable and actionable. It’s not just about raising awareness, it’s about shifting behaviour,” Bradnick adds.

The campaign also uses high-impact creative across multiple touchpoints, including a hero 30” spot, out of home, digital and social media.

They ensure the message reaches Kiwis in the very environments where notification fatigue is most prevalent.

2degrees marketing GM Dave Pearce says: “At 2degrees, we believe in fighting for fair, whether that’s fairness in our pricing and products, or how we engage with our devices.

“Digital wellbeing is something we’re passionately focused on – as we should be. NOtifications is the next step in helping Kiwis take back control of their digital lives, ensuring notifications work for them, not against them.”

NOtifications is the latest in a series of purpose-led initiatives from TBWA\NZ for 2degrees. It follows ‘Good Tings’, which offers tips for parents and teens navigating the first-phone moment. Another initiative, ‘Real Mode’, encourages Kiwis to put their phones aside during moments of real-life connection.

By blending behavioural science with cultural insight, TBWA\NZ continues to drive creative disruption for brands seeking to create meaningful change.

To regain control, 2degrees suggests

1. Say No – When apps ask to send notifications, be selective. Only allow the ones that genuinely require your attention.
2. Tidy Up – Regularly review your notification settings and mute unnecessary alerts.
3. Plan Ahead – Set specific times to check notifications rather than reacting to them all day.