Communication+Strategy


 * What am I trying to achieve with this?**

We are trying to make cell phone users more aware of the negative impacts linked with cell phone usage. We want users to be more aware, and less reliant on cell phones as a primary means of communication.


 * What is my message?**


 * Excessive cell phone usage diminishes the value of social interaction.
 * "Put down the phone and talk…in person”


 * Who I'm trying to target message to?**

Our message is targeted to users who are overly dependent on their cell phones, and spend excessive amounts of time talking and texting on the phone.


 * What is my audience/target demographic?**

The demographic we are targeting are teenagers and young adults between the ages of 18 and 29. Teenagers who spend excessive amounts of time on cell phones, and young adults who rely on cell phones as their primary source of communication are our main target audience.


 * What media is the best way to reach them?**


 * Using the internet through the use of viral marketing, by running online videos that address this issue.
 * Using blogs to reach our audience will be key in providing information regarding the issue.
 * Creating a website that contains statistics about cell phone usage, facts, and information that can be linked to our concern.
 * A facebook group to gather supporters for our campaign, and to inform group members regarding current news and updates.
 * Posters and ads to raise awareness in areas populated by our targeted demographic.


 * What messages I am putting out?**


 * Cell phones are convenient, but should not replace the need for social interaction.
 * “Put down the phone, and talk….in person”


 * What change am I trying to bring out?**

We are hoping that an increase in awareness would lead users to be more conscious regarding their cell phone use, and interact more beyond that of the technological border.

Our aim is not to get users to abandon their cell phones, but more, to encourage users to “put down the cell phone, and talk in person”. We acknowledge that cell phones provide convenience, and in some cases is a vital asset (especially in business scenarios). But our concern is that cell phones can (and if not already to some extent) replace the need for actual face-to-face interaction, and we are trying to prevent users from becoming overly reliant and dependent on their cell phones


 * What are the influences I want to bring?**


 * We hope to influence users to user their cell phones for convenience, but not as a means to replace face-to-face communication.
 * We want users to be aware of the impact cell phones can have on your social life, and prevent it from changing the way you live.