Posters have gone up urging parents not to ignore their children for the sake of their smartphones.
The ads depict children looking bored and dejected next to adults on their phones, with the slogan "Play with me, not your phone".
More text beneath the images includes other messages.
One reads: “Help me be ready for nursery. Playing with me helps me learn to take turns and concentrate. It makes me feel special.”
Most Popular
-
1
Sunderland at Wembley: London pub landlord thanks SAFC fans for ‘bumper weekend’ after League play-off final victory over Wycombe Wanderers
-
2
Two people taken to hospital after crash on A1231 Sunderland Highway
-
3
NIKKI ALLAN: Man accused of murder of Sunderland schoolgirl in 1992 set to face trial
-
4
Serial Sunderland road menace with 63 offences drove in faulty BMW with smashed windows to escape police
-
5
Three men arrested after motorcycle theft in Sunderland
Another says: "Looking at me whilst you feed me helps me to feel safe, secure and loved."
The posters are being displayed in Middlesbrough after the borough's council contracted a design company and booked advertising space for the campaign.
It comes after St Joseph’s RC Primary School, in Longlands, Middlesbrough, attracted national attention when it installed signs at the school gates asking parents to stay off their smartphones.