BACKGROUND
Unplug Atlanta is a non-profit organization dedicated to raising awareness of technolo-
gy addiction. The goal is to raise awareness that technology can interfere in human awareness
and face-to-face communication and is potentially a negative influence in people’s lives.
OBJECTIVE
Make an exective public service announcement ad campaign for Unplug Atlanta.
TARGET AUDIENCE
Anyone immersed in technology for hours a day, specifically ages 18 to 35.
KEY MESSAGE
Put down your handheld world, look at the real one and get your head out of the cloud.
CREATIVE SUMMARY
We want to create a fun, memorable ad campaign to raise awareness that technology
addiction can be a problem. Too many people are texting and driving, which is dangerous.
People are also texting during their kids’ dance recital or soccer game, or during parties and
even at the dinner table, instead of communicating and talking to people around them. We’d like
to raise awareness about what’s really important in life and get people to focus more on the
people in front of them, instead of their Facebook feed.
Using laughter, the best medicine and also a proven marketing strategy, we will make
our ads memorable. The video will be a compilation of hilarious “fail” moments. Sample “fail”
moments include when someone trips and falls, walks into a telephone pole or sign, or misses
something interesting or important. All these people will be solely focused on a cell phone/tablet
instead of the world around them.
The print component of this ad campaign is focused on connecting and interacting with
the audience outside of the web and digital interfaces. We have created a variety of brightly
colored stickers that mimic caution signs to get people to look up from their phones and avoid
running into obstacles in real world around them. The audience can print them online or order a
free set and start posting them around to raise awareness for the Unplug Atlanta movement and
technology addiction as a whole.
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