BetterOff

Smartphone addiction among youths has led to the neglect of health, hygiene, commitments and relationships in their life. We observed that when youths are glued to their screens, they're unable to notice how much they missed out on the happenings around them. More than 90% of people surveyed said they would curb smartphone addiction when given an incentive to make a change as a community. In addition, 76% also believe that a light-hearted and friendly approach to the campaign will be very effective.

Betteroff is a conceptual campaign that encourages life BetterOff without heavy smartphone usage. The campaign aims to advise rather than lecture, it also uses humor to present its message which allows for better relatability & shareability to audiences. The campaign consists of a TVC, a series of print ads, a microsite and a mobile app.