Internet Addiction Campaign

Internet addiction has become a complex and controversial topic, especially since technology now permeates nearly every aspect of daily life. Instead of trying to stop people from using the internet—which is unrealistic in today’s society—I chose to encourage the public to take intentional breaks and appreciate other aspects of life offline.

Focusing on online gaming addiction, I identified a critical issue related to “loot boxes” in video games, which can potentially lead to gambling problems, particularly among young people. Initially, I aimed to address government officials directly to raise awareness and drive change. However, I soon realized practical barriers, such as the filtering of messages before reaching decision-makers, would limit the campaign’s impact.

To create a more effective approach, I shifted the campaign’s target audience to gamers, parents, and the general public—empowering them to advocate for change and influence government policy. To support this, I developed a mock-up petition website alongside a series of Instagram ads designed to inform the public about the issue and motivate them to sign the petition.

インターネット依存は、テクノロジーが日常生活のほぼすべてに浸透している現代において、複雑で議論の多いテーマとなっています。
単に人々のインターネット利用を止めさせることは現実的ではないため、私は人々が意識的に休憩を取り、オフラインでの生活や体験に目を向けることを促すアプローチを選びました。

特にオンラインゲーム依存に注目し、若年層を中心にギャンブル問題を引き起こす可能性がある「ルートボックス」の存在に着目しました。
当初は、政府関係者に直接働きかけて問題への認識を高め、政策変化を促すことを目指していました。しかし、メッセージが決定権者に届く前にフィルタリングされるなどの実務的な制約により、キャンペーンの効果には限界があることに気づきました。

より効果的なアプローチとして、ターゲットをゲーマーや保護者、一般市民に変更し、彼ら自身が変化を求める声を上げ、政府政策に影響を与えられるようにしました。
そのために、模擬署名サイトを作成するとともに、問題を広く周知し署名を促す一連のInstagram広告も制作しました。

Instagram Ads

To engage gamers directly, I focused on the concept of a missing item or weapon from a game character—an experience that naturally evokes frustration and empathy. I designed the weapons and character skins with a transparent pattern to visually represent their absence. Accompanied by targeted questions, these ads aimed to create an emotional connection and encourage gamers to reflect on the impact of gaming addiction.

Petition Website

The website’s visual design employs a predominantly black color palette to ensure cohesion with the dark-themed Instagram ads and to align with the common aesthetic conventions of gaming interfaces. Red serves as the primary accent color, reinforcing brand identity through its use in the logo and invoking psychological associations with urgency, gambling, and risk.

Typography choices are purposeful: informational content is presented in a pixelated typeface, directly referencing classic gaming visuals and enhancing thematic relevance. The “Sign the Petition” call-to-action uses the logo’s custom script font to create a distinct visual hierarchy and draw user attention, differentiating actionable elements from informational text and reinforcing the campaign’s emotional messaging.

The site architecture is streamlined for user experience, delivering concise issue framing followed by a clear, accessible petition form to maximize conversion and user engagement.

Process