Murphy’s Naturals uses humour to address screen habits

Murphy’s Naturals has launched Outervention, a campaign encouraging people to step away from screens and spend more time outdoors, supported by its range of plant-based insect repellents.

Created with Atlanta-based agency Fitzco, the campaign builds on the brand’s existing We Love Bugs platform and introduces a character designed to connect with audiences in social environments.

A character-led social approach

At the centre of the campaign is the Outerventionist, a figure combining elements of a therapist and park ranger, tasked with persuading audiences to reduce screen time. The campaign runs across platforms such as Meta and TikTok, using the same environments associated with prolonged scrolling to deliver its message.

The creative approach draws on humour and familiar digital behaviours, including meme culture and continuous scrolling, positioning the brand within everyday online habits while encouraging a shift toward outdoor activity.

Julia Bethune, VP Marketing & Innovation at Murphy's Naturals: "Getting people outside has been at the heart of Murphy's Naturals since day one. This campaign gives that idea a character worth listening to, even mid-scroll. Fitzco understood the assignment and brought exactly the right energy to it."

Targeting screen fatigue

The campaign includes a series of short-form video executions designed to reflect common digital behaviours. These include scenarios that highlight excessive screen time and position outdoor activity as an alternative, supported by the brand’s insect repellent products.

The messaging focuses on reducing perceived barriers to spending time outside, emphasising protection from mosquitoes and ticks while reframing outdoor experiences as accessible and low risk.

Ryan Boblett, Head of Creative at Fitzco: "The Outerventionist is a character who calls out the exact behavior we're all guilty of. That tension is where the humor lives, and it was so much fun to use this approach to showcase Murphy's Naturals as a leading champion of the outdoors."

Building on brand platform

The Outervention campaign extends Murphy’s Naturals’ broader brand positioning, which centres on encouraging outdoor activity while addressing common concerns such as insect exposure.

By combining social-first creative with a character-driven narrative, the campaign aims to engage audiences within digital spaces while prompting behavioural change beyond them.

www.murphysnaturals.com

www.fitzco.com

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