Content Explained
Inspired by the existing campaigns I have looked at I will be producing a response to my own new campaign.
It will be recognised as 'The Unplugged Challenge' and #Unplugged will be featured across the campaign and on social medias to encourage more of a national trend.
- The posters will aim to touch on the issues within our society because of technology, this will then draw into the viewer getting involved online and coming across the digital collateral - this will feature motion versions of the posters aswell with added content aiming to educate the audience of the actual effects.
Then the challenge will involve switching off all devices before 10pm for 2 weeks, so the nation can feel the difference for themselves. Whilst also encouraging more social interaction in general - allowing them to, in turn, create and appreciate more times of empathy with friends and family.
Tone of Voice & Target Audience
For the tone of voice for the deliverables within the project I will not be using as much of the shock factor which #OfflineOclock made use of - this was done with their facts and statistics shocking the audience into change - focusing particularly on sleep.
However I am not going to simply just hone down onto sleep as a negative effect of technology. As my illustrations represent, I am focusing more openly on the loss of empathy and social interaction as well, so I plan to educate the audience in more of an unofficial way which will allow it to feel more approachable and relatable to the broad audience of all technology users throughout the UK. As inspired by my primary research, I aim to provide an assertive yet approachable tone of voice for taglines and other content which people will interact with - as displayed in the 'National Day of Unplugging' Campaign, they use a very strong tone of voice touching on the more serious side, but simultaneously encouraging the fun and freedom which will come of it.
Similar to #OfflineOclock I will be focusing more on the age groups of young adults and above, this is obvious through the set challenge for the audience of 'no devices after 10pm for 2 weeks' (as this is not a childs bedtime) - To make it more adaptable for children and families I did consider changing it to no devices up to 2 hours before bed (as my research suggests), but from discussion in one of the crit groups we could agree this would be less effective as people don't necessarily plan their bed-times so its harder to enforce. By giving an actual time, people will see and immediately think 'devices off now' rather than pre-planning ahead.
With aims of still allowing it to be adaptable to families with young ones too, the overall message on collateral will not just be to get involved with the #Unplugged Challenge, it will also put focus on putting down your device throughout the day too - this will be done through the messages within the illustrations and written content on posters.
Distribution of deliverables
In terms of my deliverables, I will not only rely on exposure through social media (of the digital, animated posters) but will also apply this response to digitalised billboards around city centres. To avoid being completely contradictory in the sense of being a digital campaign discouraging the use of the digital platform, the posters will also be printed to be pasted up around other areas of city centres, also allowing it to reach smaller towns and residential areas.
The developed campaign itself is highly adaptable to a range of other products too. I can apply the same typography and same style of strict colour schemes to other consistent illustrations and other collateral gaining extra exposure - such as tote bags, clothing and stationary. Then even being adaptable to a big organised event for the public, celebrating our step in the right direction of evolving as a race alongside technology, not becoming part of it!
"I fear the day that technology will surpass our human interaction. The world will have a generation of idiots!" - Albert Einstein.
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