AC 3.3 – Justify a Campaign for Change
I decided to create a campaign for change relating to screen addictions because it is time to educate
and inform the public of the possible severity of screen addictions. Screen addictions are not only
misunderstood and under diagnosed, but they are also becoming more common as screen usage
rises. As screens become more significant in day-to-day life, it becomes harder to identify if you are
developing an addiction. A screen addiction is not an official diagnosis, but a study in 2018 found
teens that used screens for more than seven hours a day were more likely to be diagnosed with
depression or anxiety (Source: Department of Health). With my campaign, I hope to highlight
support networks available to those who suffer from screen addictions as well as raise awareness
with facts and information about screen addictions. Without this campaign, the lack of
understanding and recognition of screen addiction would only continue to grow, and as they have an
indirect effect of leading to depression and anxiety, understandings screen addictions is very
important. Additionally, people would still be reluctant to seek help, which is very important to do
since, as previously stated, screen addictions can lead to more serious problems. My campaign will
target 16-25-year-olds since the vast majority of those suffering from a screen addiction fall into this
age range. By targeting this category, I hope that my campaign sharing support networks and
information can inspire sufferers to seek help or prevent more people from developing a screen
addiction.
I chose ‘Beware The Stare’ as my campaign name and hashtag because the rhyming of it makes it
memorable, meaning those who see it are likely to keep it in mind and hopefully support the
campaign. “Beware” is persuasive, as it highlights just how serious screen addictions can lead to be,
and it ultimately means there will be more consideration as to how much people use their screens. I
have deliberately kept the wording concise as it will attract more people in my target audience to
read it due to their busy school schedules.
The logo I chose for my campaign consists of a man being drawn into a phone screen. It contains
bright yellow, blue, and pink which catches your attention, but also darker colours behind the phone
screen, symbolising the dark spiral many go down when they develop a screen addiction. I have used
this logo across all of my campaign materials to ensure consistency and audience familiarity, along
with including the campaign’s hashtag on each material for the same reasons. I thought it was
important to use the same image on each of my materials, as successful campaigns, such as
Movember and Every Mind Matters, have a recognisable logo that they repeat across all their
platforms and campaign materials. Consequently, it is easy for the public and particularly those
unfamiliar with the campaigns to tell if a material is linked to one of these campaigns.
My campaign does use a consistent colour scheme, primarily because my campaign materials all
contain the campaign logo. The splashes of red allude to how potentially serious screen addictions
can be, due to red having connotations of danger, and also catching the audience’s eye against a
mostly dark background. I considered using a white text against the dark areas of the logo, however
due to the badge and phone case merchandise having a small surface area, I felt a completely
contrasting colour would be more effective and visible.
This colour scheme is clear across my campaign materials, which include a poster, merchandise, and
a social media account. Social media is a useful tool because it is widely used by the target age group
on a daily basis. It is easy to link different platforms together by using a hashtag, which is why I am
utilising the hashtag of #BewareTheStare. Posts and ideas can be easily shared across social media
platforms, which will raise awareness of my campaign.
Merchandise is a useful tool because the pieces can be worn in day-to-day life without standing out
too much to make the wearer uncomfortable or embarrassed, but they will intrigue passers-by into
asking questions about the campaign or researching them further. Merchandise will also generate
