addiction are bringing together former ploy employees of some of silicon valleys most prominent companies. >>> the truth about tech aims to raise awareness of constant connectivity. the founder of common sense media and tristan harris is a former design at google and co-founder for the center for humane technology spearheading the truth about tech campaign. good morning to both of you. >> good morning. >> great to be here. >> jim, you worked on this with other kinds of media. what's the central goal here? >> the central goal is to do a multi-year campaign that educates parents, kids and everybody about the addictive quality of cell phones and other devices and also to come up with solutions, that includes going with tristan to the industry and saying let's make design changes. >> is the key at the center of this basically the psychological feed that dope mean gives you? is it really hard wired into the brain? >> we talk about addiction, this is happening by accident. what are the kids...

we've been partnering, working on a lot of this all together. i think we can think of this as modelled after the truth kban with tobacco. it wasn't about whether or not it's hurting people. it's about showing the deliberate attempt to hold on to and grab people's attention. the stock price is hooked to how much attention we get you'll have those problems. >> we're not anti-tech. we rate everything and pro-tech if used appropriately, but this is changing your culture and this is happening -- this is not part of the issue. our point is how do we help people at home, in school, and then if necessary going directly to the company and saying change your practices. >> tristan, we reached out to a bunch of tech companies and apple told us, we think deeply about how our products are used and the impact they have on users and the people around them. what can technologically be done to break the addiction, to help with this? >> well, first thing is that we can see that companies like apple and...