[nemo1618]

To be fair, it's hard to get people excited without fresh branding.

Come to think of it, there have been previous campaigns to get people to reduce their screen time, but "Deep Work" seems to be the most successful yet. Perhaps because it focuses on what you stand to gain (long periods of uninterrupted focus) rather than what you stand to lose (dopamine hits from your smartphone). I think Deep Work succeeded because it doesn't just say "X is bad for you," it says "X is holding you back from being a better version of yourself," and therefore allows you to daydream about being super productive.