95% of 13-17 year olds globally are on social media. Deteriorating mental health in teenagers, driven by social media overexposure, is one of the fastest-growing health crises in the world. Left unchecked, it threatens the development of an entire generation.
The ’36 Months’ social initiative’s plan was to set a global precedent and create a blueprint the world could follow. In 2024, it led a national campaign to raise the minimum age of social media from 13 to 16—the first law of its kind anywhere in the world. Now they’re rebuilding the ecosystem around adolescence—in politics, schools and homes.
“Because healthy teens don’t raise themselves. They’re raised by adults brave enough to build better systems.”
The 36 Months initiative is a groundbreaking Australian campaign launched in 2024, aimed at raising the minimum age for social media access from 13 to 16. Spearheaded by radio host Michael “Wippa” Wipfli and Rob Galluzzo, founder of the production company FINCH, the campaign addresses the growing concerns over the impact of social media on youth mental health. The campaign achieved a significant milestone when Australian Prime Minister Anthony Albanese announced government support for raising the minimum social media age to 16.
This decision marked a pivotal step toward legislative change, aligning with the campaign’s objectives. However, the initiative acknowledges that further efforts are needed to draft, introduce, and pass the necessary legislation into law. “Social platforms target teens in their most vulnerable moments. You can’t out-parent an algorithm that has been weaponised in this way. So we elevated the issue from a communications debate — to a public health crisis.”
AWARDS
- Sustainable Development Goals (SDG) Pencil
Spikes Asia 2025
- PR Grand Prix
CREDITS
Client: 36 Months, Sydney. Co-Founders: Michael ‘Wippa’ Wipfli and Rob Galluzzo. Campaign Director and Podcast Host: Greg Attwells. Delwyn Rees: Executive Assistant to the Co-Founders. Creative Agency: Supermassive, Sydney. Simone Gupta: Co-Founder and Strategist. Production Company: FINCH, Sydney. CEO: Rob Galluzzo.
