⁨The Sync-ervention⁩.

⁨Sync is the digital wellbeing initiative of Ithra, Aramco's King Abdulaziz Center for World Culture. Its SMARTIES case film calls loneliness a silent epidemic and says, without giving a source, that 31% of people in the Kingdom tend to be isolated and that half want help with their digital wellbeing.⁩

The work was built around Ithra's 2024 Sync Digital Wellbeing Summit, 'Confronting the Digital Paradox', held in Dhahran on 22 and 23 May 2024 (Ithra). There Sync launched what it called the Sync-ervention, a campaign against loneliness and mindless tech use built around Lahdha, branded NFC cards that, with a tap against a phone, switch it into modes that put time with people ahead of digital distraction, according to the case film. The cards, one marked 'Bond / تواصل', were handed out at the summit, creators including Omar Farooq posted about them, and outdoor and social ads ran with the summit line 'Lost between worlds'.