DE:VICE (2022) is a fictional campaign aimed at young adults in Singapore to improve their wellness by reducing screen time and device usage.
Situation
Majority of young adults in Singapore are addicted to their mobile phones, resulting in an excess of screen time usage. This is a concern as it will have negative effects on their physical and mental health.
Aims & Objectives
Organization Objective
To provide awareness among young adults on device addiction and advocate easy habits to cope with excessive screen time usage.
Communication Objective
To create public awareness of the Health Promotion Board’s (HPB) efforts in tackling device addiction and garner public support by encouraging people to participate in the campaign to reduce screen time usage and engage more in real life.
Message
The Health Promotion Board is launching a campaign to reduce device addiction for better overall wellbeing. Download the DE:VICE app to detox digitally and win attractive rewards.
Strategy
To promote health awareness through a memorable message and engage the public in reducing screen time usage. The tagline of the campaign is: “Want a healthier life? Detox from your device!”.
Video presentation of DE:VICE campaign
Deliverables for DE:VICE campaign include an app, brochures, goodie bags for the event, event posters (online and transit media) and event floor plan.
Initial draft of project before finalising organization, its objectives and execution of campaign deliverables
