Are Media, Australia's leading omnichannel content company for women, has partnered with creative agency Cocogun to launch a new ad campaign titled 'Come On, Switch Off'. The campaign, which will be rolled out across print, out of home, digital and social media platforms, is an invitation for people to step away from their digital devices and immerse themselves in the tactile experience of reading a magazine.

Lou Cankett, Are Media's Head of Consumer Marketing, explained the ethos behind the campaign: 'The ‘Come On, Switch Off’ campaign is all about embracing the joy of balance in our busy lives. It celebrates the fact that reading a good magazine allows us to switch off, unwind, and indulge in some much needed ‘me time’.'

The campaign was developed in response to key insights gleaned by Are Media on how people consume media. Their research found that 40% of women agree that when they read magazines, they are not skimming, they are ‘soaking’ them up. Furthermore, 64% find magazines completely absorbing. These findings underscore the potential of magazines as a medium for deep, focused engagement, a stark contrast to the often fragmented attention span associated with digital media consumption.

Chiquita King, Cocogun's Managing Director, expressed her enthusiasm for the project: 'As someone who loves magazines, it was a real treat for Cocogun to work with Are Media on this campaign, promoting all that a physical magazine can give you: joy, inspiration, provocation and – importantly in this always-on world – time out from digital devices.'

The 'Come On, Switch Off' campaign is particularly targeted at the upcoming summer months, a period when people typically have more time to relax and disconnect from their digital devices. The campaign aims to encourage people to get into 'mag mode', a state of relaxed, focused reading that offers a respite from the constant buzz of the digital world.