I was tasked to find a way to get Gen Z off their phones (due to high rates of myopia within this generation). 21GRAMS is a health-focused advertising agency in New-York. My aim was too find a solution and a way to flip the use of these phones to positively effect Gen Z. Using technology/social media to motivate Gen Z to get off their phone and protect their overall eye health. 

A campaign by 21grams which motivates Gen Z New Yorkers to socialize and leave their phones. During this week 21GRAMS will be partnering with a selection of local restaurants across the NYC, there will be free meals up for grabs if you keep your phone face down in front of you during the meal. If you are successful on keeping your phone down and you’re a lucky winner then to claim your free meal, post on your Instagram story/feed or Tiktok/Snaphat using the hashtag #dontfeinforthescreen. 

The app which the public will use to track their phone use during the meal, also allows ‘the impact’ to carry on after this 1-week campaign, creating longevity within the campaign.  This is done through daily pick-up scores, leaderboards and streaks

D&AD 21GRAMS Brief 2024