Objective
The objective of this campaign is to increase awareness and remove the stigma associated with the overuse of new media within teens' ages 12-17.
Deliverables
Advertisement (Online/Print), Information Kit and Giveaway
Rationale
After researching technology addiction it was clear that the issue is targeted towards youth, mainly those between the ages of 12-17. Most advertisers go for a more humourous approach when it comes to this age group, but i felt it was important to ad a sense of urgency or even instill fear. I wanted this to be an opener to those who think that Technology Addiction is not an issue.
The inspiration behind this campaign came from my own personal fear of being trapped inside small spaces. When you think of it the online world is a very small place, everything is at our finger tips and we get trapped in the information that only becomes available to us. So therefore, itechnology is a small space that you can get trapped within, so i played on this idea. I wanted someone to look at this advertisement and within seconds feel an emotional connection.
I feel like this campaign could be very successful because the theme is apparent across all three deliverables. It is a diverse idea that be spread across multiple media outlets while still providing a very effect response from the target audience.
