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.
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.
Poster Series
This project comprises a set of posters employing three distinct approaches: type-only, image-only, and a hybrid of both.
In the image-only poster, I used perspective to draw focus toward the phone, with vibrant colors symbolizing a rich life beyond screens, contrasted against dark water that metaphorically engulfs the individual in the virtual realm.
The hybrid poster combines these visual elements with typography to strengthen the narrative.
The type-only poster delivers a straightforward message, urging viewers to stay mindful of their surroundings while walking, rather than becoming distracted by devices, as a preventative measure against accidents.
