Fix your relationship
“Fix your relationship” is a social campaign that aims to guide young people to break free from social media addiction.
The project was submitted for the Kuldmuna youth competition.
Graphic design
Social campaign
Copywriting
Figma
Brief
How to convey to the target group the idea that social media should be consumed in moderation and in a way that brings more benefits than harm? How to develop critical thinking in oneself? How to shake off the mindset of “I am less than others” and pay more attention to the fact that social media distorts reality?
How to combine drawing attention to a concern with the desire to change one’s behavior and thinking and seek help through the website peaasi.ee?
Context
Timeframe
Team
Youth marketing competition Taeva Pesamuna
48 hours
Helen Kärt Käbin, Mathias Randrüüt, Herta Velner
Idea
Life is full of different relationships. What if social media were a person? What kind of relationship would you have with it?
Would it be your toxic ex who won’t let go? An eccentric friend who demands all your attention? A good and supportive friend? Or a flirtatious stranger who knows exactly what to say but always leaves you waiting for more?
Notice your relationship with social media – and fix your relationship.
Tone of voice
The problem is centered around young people who wake up with their phones in their hands and dream about everything else other than the moment they are in.
The tone of voice of the campaign aims to ensure that the message really gets across. This requires knowing the target audience and using appropriate language.
Clarity and thought-provokingness play with the perception of reality, and through this the message raises the question: “Can I manage without social media and look real people in the eye?”
The concept of a relationship helps the campaign to be more memorable and creates an unexpected perception that maybe I am in a relationship with social media.
Solution
Social media is like a relationship that started out passionately, but now you’re stuck.
Stuck in a relationship you can’t or don’t dare to leave. Algorithms whisper to you what you want to hear, filters smooth out all the mistakes. It feels good… but is it really? Are you still enjoying it, or are you just unable to have a healthy relationship?
Take the first step: find your balance and discover how to be healthy both on and off screen.
Stickers
One way to fix your broken relationship is to temporarily end it – we offer social media addicts an old cell phone as a replacement.
Addiction is addiction, and as the song “Jupp on popp” in the youth film “Rolling papers” sounds, our slogan “Nupp on popp” (meaning that cell phones are popular again) echoes in counterbalance.
Stickers with old Nokia cell phones that say “Nupp on popp” are all over the city. We are having a campaign on social media and on the Peaasi.ee website to share your screen time, and a free Nokia cell phone will be given away among those who share.
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