Cause related marketing

Smartphone Addiction Cause-related Marketing

BACKGROUND

Along with the advancement of smartphone industry, smart phone with considerably improved advanced mobile operating system quality are being used wider and wider. Smartphone combines features of a computer operating system is useful for handheld, which is also able to be installed third-party software and provides people much more convenience than mobile and personal laptop. However, negative effects are attracting more attention while people are enjoying the convenient that has brought by smartphone.Studies in past few years show over fifty-eight percent of smartphone users cannot go one hour without checking their phones, and the percentage of smartphone addict within total users continue to be higher and higher. Recently, due to the price of smartphones is much cheaper than than origin, more and more people start to use smartphones or tablet computer replace laptop or computer, and even for children can also be able to approach. This situation highlights a serious problem that there has a large number of people addict in their smartphone, and smartphone addiction is also intended to be a physical illness.

This is a versal mood board of this couse related project.

Smartphone, Inthernet, hightech and social media etc, all elements will be symboled by gears and interlaced lines.

ABOUT

Smartphone addiction can be classified into Internet addiction or game addiction, and become a new project of online-addiction case, which will be linked to social media incentive and gaming disorder.

Roche.Cube tends to work with an acadamic group named Center for Internet Addiction was founded by Dr. Kimberly Young in 1995, which provides treatment for Internet addiction using CBT-IA©, Young’s specialized Cognitive-Behavioral Therapy for Internet addiction and is the first evidenced-based Digital Detox™ recovery program. Dr. Young provides hourly private sessions, workshops and training for therapists, forensic assessments, and corporate consultation. She has developed Netaddiction.com as your educational resource for her research articles, books, blog, and tests, including the IAT. Roche.Cube will donate partly incomes to supporty Center for Internet Addiction researching and provide related design outcomes for relevant public service activities, we call it "GET-TOGETHER" project.

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PRODUCTS

Now, there are more and more designers capitalize on their creative opportunities to give full play to their amazing design works which are made for reduce the negative influence of smartphone addiction and encourage people spend less amount of time on the smartphone. In recent years, most of design works for smartphone addiction always become “nonobjective”. It does not means smartphone-addiction-curing products cannot be functioned but only due to the smartphone addiction is an illness that is classed to psychopathology, which can hardly be cured by external auxiliaries. In another word, people who literally in smartphone addiction will hardly be cured unless they want to change themselves.

Even it has a growing negative using aspect, though smartphone is still a useful high-technology product which helps people a lot with inconvenient problems solving in their work and daily life. In our researching, there has a large amount of design works overstate negative aspects of smartphone using and transmit an information about “ethical forcing”. Although these design works always provide people a visual or spiritual shock and leave a strong impression, most of people will tend to resist the opinion be delivered from those pictures. It seems like, for some people, they can deeply hard to admit their own mistakes or heat to be hit home. It is similar to addiction curing, a soft positive energy passing always works better than forcing or sarcastic sneering. We tend to design soft-message-transing outcomes to encourage more and more people leave away from smartphone and stay close to their family and friends.

Roche.Cube designed two types of cubes for support this GET-TOGETHER project.

First one is an full version style that membership can clearly see what we tends to and give a straight message transfer. Second one will be albe to paste membership's own photos or stylish by themselve, we will suggest our membership to paste their families or get-together photographs on this type of cubes.

It will help people to recall close ones in beautiful memories and, if all goes well, our membership would love to contact people in photos and gettogether agian. We hope membership can leave off their phone a while and get more face-to-face meeting, go outdoor then start a healthier life.

All of those two type cubes will be free, part of them will be gave to audience as Center for Internet Addiction public service activities' gifts, and left will be donate to hospital-based Internet addiction treatment center.

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