Prioritise Parenting
Prioritise Parenting
Campaign Design Proposal
This project proposed the challenge to develop an evidence based design strategy for a campaign around a social issue of our choosing. I created a social issue campaign endorsed by Healthy Habits, which aims to raise awareness about mobile phone addiction among parents and how it’s affecting their parenting skills, responsibilities and relationships with their children and family as a whole. The campaign, Prioritise Parenting, aims to raise awareness on the issue and encourage behavioural change among this group of individuals to prioritise their parenting and ensure healthy relationships with their children.
Additionally, this project showcases my skills in the following technical areas:
InDesign, Photoshop, Illustrator + Premier Pro
The Challenge
Develop an evidence based design strategy for a campaign around a social issue of your choosing including the message, tone and brand identity for the campaign. In addition to this, design the touch points for the campaign brand across various forms of Media.
The Outcome
The final outcome is a campaign which aims to reduce the amount of screen time parents engage in and recognise the effects it is having on families through an emotional appeal from the perspective of the child. The final outcome of this project resulted in producing a video animation, OOH displays, social media posts, a series of merchandise and a website landing page.
Delivered
OOH Billboard Displays
Social Media Posts
Merchandise
Website
Year
2024
CAMPAIGN SUMMARY
CAMPAIGN SUMMARY
Mobile phone addiction among parents is affecting their parenting skills, responsibilities and relationships with their children and family as a whole. It is an issue that is impacting the emotional wellbeing of young children and it is important as a society that we recognise the negative effects that mobile phones are causing to an individual.
There is currently little awareness surrounding the issue of parents excessive mobile phone usage around young children. Therefore, this campaign aims to address and change that. This campaign aims to traget parents who utilise their mobile phones an excessive amount highlighting how their phone usage is having an impact on their child’s wellbeing.
By raising awareness on the issue, the campaign aims to encourage behavioural change among this group of individuals to prioritise their parenting and ensure healthy relationships with their children.
The call to action is for parents to change and recognise how their behaviour towards their mobile phone is affecting their children and to practice healthier phone usage habits around them.
Through the use of social media, OOH displays and a series of merchandise, we hope this campaign aims to reduce the amount of screen time parents engage in and recognise the effects it is having on families.
The Process
I first began to brainstorm social topics I was interested in including, health care access, fast fashion, human rights and technology. Stemming from technology, I narrowed my direction to addiction and how technology has become a distraction and the harm it causes on different types of relationships.
From there, I conducted research into the issue about young parents phone addiction and how it’s affecting their family relationships and behaviour. This assisted in shaping my understanding of the issue and identifying key insights. I explored studies, articles, and real-world examples to examine the impact of phone addiction on parent-child interactions. This research informed the development of my concept, allowing me to craft a visual narrative that highlights the emotional and social consequences of digital distraction within families.
I researched competitors and analysed how they addressed the issue through their campaigns, focusing on their messaging, choice of tone, visual language and overall impact. Examining similar campaigns provided valuable insights into effective strategies, common themes and potential gaps in communication.
Understanding the strengths and weaknesses of existing campaigns also allowed me to refine my concept and ensure my project offered a fresh perspective while maintaining relevance.
Moving forward, I developed a creative brief, defined target personas, and created positioning maps to guide the design process. These elements helped shape and refine multiple design concepts for the campaign.
The chosen media touch points for this campaign include a website, OOH displays including posters and billboards, social media specifically looking at Instagram as well as a series of merchandise including a bucket hat and stickers. This ensures it is able to reach a wide audience and target the specific audience effectively.
An animatic was created as part of the campaign to visually reinforce the message and highlight the emotional impact phone addiction in parents has on children.
Animatic
Below is the visual storyboard concept and animatic, illustrating the campaign's narrative. The video highlights the impact of parental phone addiction on children, using a compelling visual approach to emphasise the emotional disconnect and its consequences.