As social distancing and lockdowns force people to spend their time indoors, everyone is turning to the internet to stay connected and informed. During this time, people are embracing texting and social media to the point where we’ve seeing an unprecedented increase in screen time. Text and online acronyms have become part of our universal language with words like FOMO (Fear of Missing Out), LOL (Laugh Out Loud) and YOLO (You Only Live Once) being widely used and understood.The campaign uses these acronyms to get the audience’s attention but then gives each one a new meaning to make them current and relevant to the pandemic and messages communicated by the UN. By rephrasing the acronyms, the campaign communicates to the audience that our old way of living is no longer right and how these desperate times call for a shift in thinking and actions, which is the only way that a measurable impact will be made.
Digital advertisement created by Stratitude, South Africa for United Nations, within the categories: Agency Self-Promo, Public Interest, NGO.