THE LOOK UP, WATCH OUT PROJECT
Background
Mobile phones have become the main communication tool used for a wide range of activities. However, they present distractions to its users which significantly affects their overall awareness. The fundamental purpose of the "LOOK UP, WATCH OUT" campaign is to reduce the use of phones and earphones by pedestrians while walking. This, we believe, will reduce the risk of accidents and other incidents involving pedestrians on the road. The target audience of the campaign will include students of the University of the West Indies (UWI), Mona between the ages of 18 and 25. They will be urged to reduce the habit of using their phones while walking on the road.
Campaign Overview
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The culture of excessively using mobile phones is most prominent amongst young people. The aim to promote safe walking on and off campus strategically correlates with this group of persons as it was recognized that they contribute greatly to the issue of distracted walking. The campaign planners are students of the UWI, Mona as well and as such they are familiar with the campus and how it used by its students. They would have an advantage as they identify with the target as such are able to develop strategic plans to effectively reach them.
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