Disconnect to Reconnect
This project was created for my Creative Digital Design Level 6 Diploma.
The scenario was to create an informative campaign for The Ministry of Youth Development – Te Manatū Whakahiato Taiohi that identifies an issue that affects a specific section of youth in New Zealand - excessive screentime. It aimed to create awareness and outline identification, response and prevention of the issue.
Problem
Teens are becoming attached to and are spending excessive amounts of time on their phones. This is having significant negative effects on their physical and mental well-being. Statistics show increases in problems such as depression and anxiety, sleep insomnia, obesity, neck pain, impaired social skills, behavioural problems and decreased attention span.
The facts -
- According to Exploding topics, recent data shows the average person spends 3 hours and 15 minutes on their phone each day. And 1 in 5 smartphone users spends upwards of 4.5 hours on average on their phones every day.
- 76.3% of Gen Z spend more time on their phone than they think is preferable but only 41% say they are taking steps to reduce their screen time.
- Internet Matters conducted a survey that found parents of children aged 14-16 were particularly concerned about the impact of screen time on sleep patterns and school work.
- 63% of parents were concerned about the impact social media has on their kids’ mental well-being.
- The main reason people use social media apps is boredom (51.8%).
Solution
The Ministry of Youth Development is launching a campaign to educate teens on the effects of excessive screen time and what they can do to help break these unhealthy habits. This campaign will be promoted through omnichannel marketing including bus shelter and train station advertising, posters that will be pasted around town, in schools and in community areas and through guerilla marketing optical illusion pavement stickers.
It will stand out through its bold colours, witty taglines and relatable graphics. The campaign will also use aspects of guerrilla marketing through the creation of ground stickers that create an optical illusion of getting sucked into the phone which will catch the attention of the audience when they are looking down and are on their phones. This is confronting yet relatable and will aid in the creation of conversation about the issue.
