For a week, the iconic 90-year-old neon sign known as ‘Little Audrey’ in Abbotsford will be turned off and replaced by an installation depicting a girl scrolling on her phone.

This change is part of a Dairy Farmers campaign that aims to motivate kids to find a balance between screen time and outdoor play.

“After playing outside with friends, they’re delightful to be around. It’s really like night and day,” the campaign suggests.

In collaboration with this initiative, Outside School Hours care provider Team Kids is introducing a special 10-week program featuring skipping challenges.

“Every week, 7,500 skipping ropes will be distributed, with weekly challenges to boost skills like skip counts and learning new tricks,” explained Sam Hoath, Founder of Team Kids.

International skipping star Lauren Jumps supports the program, hoping it will foster both mental and physical health benefits for children.

“I was lucky to grow up in the 90s when we didn’t have these distractions… Now I know as an adult how dangerous it is for me to scroll too long,” she said.

“It’s deeply concerning to think kids have access to that at such a young age.

“With skipping it’s a total escape – like you can’t be thinking about anything else when you’re skipping, because otherwise you’ll mess up.”

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