505 - 2 - My Campaign Approach

After looking into the various already existing campaigns around the world, I have decided to hone in on how I want to approach the content in my response.

Screen-Free Week 
- Effective tone of voice, but more focused on children and families in conjunction with Children's Book Week. 
- A full week without technology is not possible for the older working people identified in my audience and primary research, as their jobs rely on it too - I am not trying to completely discourage technology but simply educate people of the effects/changes, so maybe encouraging a challenge within a shorter time period would be more appropriate

National Day of Unplugging
- Uk based but also worldwide 
- Very strong tone of voice touching on the serious side to effects, but encouraging fun and freedom to come of it. Is still very family based - would need to be adapted for teens and young adults too.
- Only a day-long challenge is more realistic, however jobs still rely on it, so perhaps focus more on the evenings after work like the next campaign example.
- Could adopt and adapt this focus onto the UK, rename it just 'Unplugged' and then have the new challenge and hashtag, as #GoGadgetFree isn't up to scratch!

#OfflineOclock Challenge
- Swedish campaign, relying much more on giving the audience the facts and shocking them into change - focusing particularly on sleep 
- My message would be slightly more broad communicating my research of empathy too, but like how it includes tips and apps to help counter-act the problems easily.
- Challenging people in smaller time periods (no devices after 10pm) is more effective and easy to stick by, and this will directly improve sleeping habits. 
* - Much more directly aimed at young adults and over - adapt the challenge so its no devices after 10pm for 2 weeks and see how you get on, but also focus on putting down your device more often throughout the day too.

Inspired by my primary research, I started to consider how I can use an assertive yet approachable tone of voice for the taglines..

• "Turn it off and connect!" - Concert
• "Look up, you might miss it!" - Couple
• "Break free from time to time!" - On xbox
• "Turn it off to switch you off!" - In bed

• "Unplug the digital, experience the now" 
• "Mute your headphones, experience the now" *** - infers how I am not encouraging you to completely abandon technology, just to be more socially aware.
• "Unplug your headphones, experience the now"
• "Don't mute out the world"
• "Start everyday with a chat"
• "Start everyday right"
• "Interact in the now, not just the digital"