Live For Real
Explainer Video
Live FRFR (for real for real), is an interactive exhibit aimed at educating the youths about how high screen time is negative and brings about harmful effects in the long run
Statistics
Looking at the overall statistics, it can be noted that Singaporean youths have high screen times, which exceed the "healthy average".
Problem Statement & Objective
I then came up with the problem statement, to educate Singaporean youths on excessive screen time, with the objective of the campaign to lower the average screen time of youths, and make use of this time on other activities.
Through the use of a campaign, youths will be both educated, and engaged
Emotional Journey
The journey throughout the campaign, will feel as such, the initial marketing material creates confusion, worry, led to the social media, where they feel relief and curious about the event, the social media then generates wonder to a physical exhibit. They then visit the exhibit, where they are educated, feel happy and experience fun.
Campaign Brand
The campaign name is Livefrfr, Live for real (fr) the use of slang aims to clearly outline and draw in my target audience of youths, who use the slang.
The mascot that follows is a key symbol of the campaign. Its name serves as an acronym for my users to follow, "SAN" phone the handphone, which stands for Setting specific screen goals, Allocating breaks and Nurturing the habit.
Phase 1
Phase 1's main purpose is to draw and pull in my target audience. Posters that use semi-realism serve to shock and draw them to be interested in the campaign
Social Media
The social media design that I moved forward with aimed to create a community, via interacting with my target audience, reposting their stories and hearing their stories forms a connection between the campaign and audience.
Campaign Exhibit Marketing (Social Media)
The Instagram posts above showcase the location, as well as tease the exhibit, but not showing the exhibits full look
Campaign Exhibit Marketing (Physical)
Above are posters that will accompany the Instagram posts, mainly placed around the location of the exhibit, so as to draw the already large crowd that visit the mall,
to go to the exhibit.
Since the campaign aims to tackle people who are always on their phones, I came up with the idea to make floor stickers at places people would be looking down from their phones, mainly the train floors, as well as the floor right on front of the escalator.
Exhibit Showcase
The exhibit is a walkthrough area, showcasing the negative effects of high screen time, as well as a game they can play to learn about how choices made in day to day can add to one's screen time.
