Project Year: 2020
Partnering Ben & Jerry’s and Centre for Humane Technology, this joint marketing campaign aims to raise awareness and promote healthy social media usage.
With Ben & Jerry’s family-oriented voice, this campaign is targeted to parents with children aged 9-18 years old, with the aim of parents being more aware of their children’s social media presence and usage.
Phase 1 of marketing campaign
Educational marketing posters
In store experience
Supermarket point of purchase & packaging
Mall posters & vending machine in places with high traffic of target audience
Phase 2, social media marketing
Using a sinister tone of voice to showcase a different side of this campaign. Warning target audience of the dangers of social media.
Phase 3, social media marketing
Getting advice from other consumers on educating their children on their social media usage. Linking this whole campaign back to Ben & Jerry's ice cream, where the product can be used to ease conversations.
