The Royals

Bringing Oomph Back to Kids

When Scrolling Girl first lit up Melbourne, it was designed to do one thing well.

Make people stop.

A familiar figure, the iconic Skipping Girl sign, reimagined. A symbol of movement replaced by stillness. A small but confronting reflection of a much bigger shift. Childhood moving from play-based to screen-based.

It worked. People noticed it - a lot - they photographed it. They shared it. They talked about it.

But awareness was only ever the starting point.

Because pointing out the problem isn’t enough if you don’t do something about it.

That's where the Dairy Farmers campaign to get kids active comes in.

Enter Lauren Jumps. The most recognisable skipper in the world, bringing energy, credibility and a sense of possibility to the idea. Not just talking about movement, but showing it. Making it feel fun - and shareable - again.

Then TeamKids. A nationwide activation rolling out across 270 schools, putting skipping ropes directly into kids’ hands and creating the structure to get them moving - repeatedly and at scale. About 8,000 ropes. Over 450,000 skipping sessions planned.

Oomph... there it is!