Actively participated in the 2023 advertising competition as a special endeavor. I independently managed everything from reviewing the student brief and brainstorming ideas to completing the presentation. Although no awards were won, it was a valuable experience.

1. THE BUSINESS CHALLENGE OR OBJECTIVE

The modern world has brought technologies into the lives of everyday people and impacted culture in myriad ways. Not all good. Since the inception of cellular phones, and now the prevalence of smartphones has, there has never been a guide that informs users on social etiquette. Yes, laws have been written to deter users from using them while operating a vehicle. But what about their use in public spaces? On public transportation? At theatres, airplanes or schools? We all know inappropriate behaviour associated with smartphone use, but it seems to have gotten worse of-late.

We need a Public Service Announcement campaign that reminds people that social decorum and human connection is important.

2. WHO IS THE TARGET AUDIENCE?

Anyone who uses a smartphone.

3. THE ONE MAIN MESSAGE FOR THIS COMMUNICATION?

Inappropriate smartphone use is disrespectful and erodes the values we all share in society.