Smart Phone Addiction in Singapore
Singapore is one of the most wired places on earth: our household broadband penetration rate is 105% at the end of 2011 and we also have the highest percentage of smart phone users in the world. From watching videos to playing online games, and even making friends on social networks, many young people in Singapore appear to be living in a 24/7 "always on" world of their own. Many youths who are addicted to their smart phones neglect their health, hygiene, commitments (e.g. school work) and relationships. Your task is to create a campaign to educate youths and prevent this form of addiction.
The Objective
Create a campaign to educate youths and prevent this form of addiction.
Print
To draw awareness to this problem and the campaign, one of the first mediums the target audience will see are the print ads. Through bus stops, magazines and newspapers, people will see these ads as they go about their daily lives, as the target audience will interact with either one of the three mediums everyday in Singapore.
Ambient
Video
Finally, a light-hearted and comedic styled video ad was created to paint the picture to the target audience in a way that will not turn them off.
