Sesame Street Deals With Cell Phone Addiction in New PSA

Sesame Street has tackled a lot of complicated subjects over its 50-year run, from divorce to post-traumatic stress. For a new PSA, Elmo, Big Bird, and the rest of the characters from Sesame Street address a problem that's unique to modern viewers: cell phone addiction.

As Fast Company reports, the new Sesame Street video, produced in honor of the show's 50th anniversary this year, is part of the "Device Free Dinner" campaign from Common Sense Media. In the clip, the cast of Sesame Street is shown getting ready for dinner by putting away their digital devices (or whatever they use to communicate: Abby Cadabby hangs up her magic wand and Ernie puts away of his banana phone).

The only Muppet who brings his phone to the dinner table is Cookie Monster. But despite his addictive personality, even he understands the importance of screen-free time with his friends—and he gets rid of his device by eating it.

The PSA is brief, but it brings an important issue to light: The average smart phone owner touches their device 2600 times a day, and when they do, they get a small dopamine boost. That pleasurable feeling associated with phone use can lead to compulsive behaviors that look a lot like addiction.

You might be addicted to your mobile device if it starts interfering with your life—i.e. you would rather check your phone at dinnertime than interact with the real people at the table with you, the same thing the "Device Free Dinner" campaign is trying to prevent. You can watch the full PSA below.

[h/t Fast Company]