Role:

Art Director, strategist

 

Note:

Product we are selling: Screen-Free Week

 

What do we want to accomplish?

Screen-Free Week (SFW) wants to increase awareness around the proper use of technology – Which for them is: As little as possible. SFW has a facebook page, but they have not yet produced any own content for this page, only linking to articles on the topic. By creating a specific design look-and-feel to their own content, they are hoping to spread the word about SFW further online.

 

With whom do we want to connect?

Concerned younger parents and aspiring parents bringing up kids in an increasingly digitalized world, that they do not know the after-math of.

 

What do they currently feel/Think?

Parents are unsure of the effects of technology has on their children. They know that it is has great upsides on time management and as a digital pacifier, but are still worried that their children’s eyes are going to get “squared”, or that their children will be isolated, both socially and emotionally. They also worry that their kids will of get in touch with the wrong kids of people online.

 

 

What is the single most persuasive idea that we can convey?

Don’t let your kids into the darkest corners of the web.

 

 

What do we want then to think/feel after seeing the message?

I need to show my kids how to use technology properly, before they get involved in  /or are subject to inappropriate content that can hurt them.

 

What would they like about the product?

It has some humor, but at the same times shows the issue in a new context – but still revealing a moment of truth showing a recognizable action/habit.