OVERVIEW
I created and branded a campaign for the National Day of Unplugging at a university. Through research and conducting interviews with college students, I found that lots of students are spending too much time on their screens and feel as though their phone is a necessity. Interviewees were not happy with their screen time and felt that they could go a much longer period of time without their phones if school, work, and emergencies were not in the picture. A couple of the statistics I found said that 61% of youth would neglect their daily obligations due to technology (Act for Youth) and that teens spend up to 9 hours on screens each day (American Academy of Child and Adolescent Psychiatry).
PROCESS
My goal for this campaign was to encourage students to give up the phone and get outside, create connections with one another, and have activities for both individuals or groups to encourage everyone to attend. I wanted it to feel almost like a summer camp, so I started off with outdoorsy, friendly, and fun mood boards. I created sketches of different camp-like elements, and eventually it led to forming the brand guidelines.
IDEATION
BRAND GUIDELINES
EXECUTION
To promote the event, I created a social media post and informational signage. The social media promotion is an Instagram post with four slides including brief information about the event. Informational signs and table tents can be found around campus in common areas to help promote the event.
INSTAGRAM POST
PROMOTIONAL WOODEN SIGNAGE
PROMOTIONAL TABLE TENT 1
PROMOTIONAL TABLE TENT 2
An informational stand and banner stands can be found at the entrance of the event. This is where students can pick up a polaroid camera to document their day of unplugging, since they will not have access to phones. The banners inform students of the activities offered during the day. Students can also pick up an activities map, t-shirt, wristbands, and a reflection journal at this station.
INFORMATIONAL CENTER
The activities map below displays where each of the six activities are located around campus along with some information about them. The map also informs students to collect a badge at each location as an incentive to visit each of the stations.
ACTIVITIES MAP
The badges to be collected at the activities are shown below, along with correlating banner stands. The banner stands are designed to be seen from far away and close up to help students navigate the event on campus.
BADGES AND BANNER STANDS
The t-shirt, tote-bags, and wristbands below can be collected at the informational stand. These are to show students' participation in the National Day of Unplugging event.
T-SHIRT
TOTE BAGS
The reflection journal below can be used as a scrapbook and journal in one. Students can paste the Polaroids that they took throughout the day into the journal and respond to the various prompts about their day of unplugging. This journal is to encourage reflection among students and acknowledge the meaning behind the event.
SOLUTION
To create this summer camp-like theme, I used friendly and simple illustrations along with an earth tone color palette. The toned down color palette helped elevate the campaign to not feel childish and to appeal to college students. I included outdoor activities including canoeing, camping, stargazing, hiking, picnics, and s'mores to encourage students to get outside and build community off their phones.
