Let’s call it “cell phone stoop”. Back pain is a widespread malady in our sedentary society, but it has been exaggerated by our reliance on mobile devices, as we’re always bending our necks to peer at their screens. With the help of its agency Heimat, Swiss fitness company Kieser Training decided to take action while also promoting its expertise. It did a deal with leading press sites to come up with a mobile app that unlocked articles based on the reader’s posture. Thanks to the magic of technology, readers were forced to raise their phones to the healthiest position before their chosen article could be unlocked (and paid for) by the fitness company. No pain, but plenty of gain.