I created this ad campaign to reach college students and inform them of how their connection to their phones could be affecting their relationships. This project was created right as Covid-19 began to shut the world down and the balance between mental health and technology became difficult. In this campaign, I focused on creating a specific criteria to reach my target audience, such as using relatable vocabulary like “ghosting” and aesthetic trends that were popular on social media.

Usually, “ghosting” refers to the practice of ending a personal relationship with someone by suddenly and without explanation withdrawing from all communication. In this case, the relationship I wanted the audience to disconnect with was their phones. The copywriting informs the viewer and relates to the overall theme of ghosts and relationships