← All work 004 Social Media Detox
An obituary for the attention we lost.
01 The brief
A campaign against doom-scrolling, speaking first to young adults, then to teenagers.
02 The insight
Social media literally kills the mind, and doom-scrolling is addictive.
03 The idea
If it kills, it deserves an obituary. The campaign borrows the language of death notices.
04 The approach
A teaser with the cause of death hidden, then a reveal that names it and offers detox as the answer.
Teaser campaign
The teaser billboards stage absence as a visual statement. They create tension and curiosity, prompting reflection before the full message is revealed.
Who it speaks to
First, young adults aged 18 to 30 living with digital fatigue, loss of focus and mental overload. Then teenagers aged 13 to 18, growing up with early and constant exposure to digital platforms.
Reveal campaign
The reveal keeps the obituary format but names the cause, positioning detox as a necessary response.
