PENGUIN RX
Aimless-scrolling is draining our brains and Penguin is worried about our cognitive future.
For this idea Penguin makes this fact a National emergency in the month of World Book Day, and declares Books as the cure and medicine to the Phone Trance Pandemic.
Excessive phone use is linked to grey matter loss in key brain areas tied to focus and control (Brain Imaging & Behavior, 2023)
To launch the campaign, we will take over BBC News London with a stunt news alert - warning the nation of the new phone-induced outbreak.
To spread the noise we'll plaster London with Warning posters in phone-heavy locations. These include High Streets, shopping centres, transport and parks.
We'll share the great side effects of books across London tube platforms. Only 25% of the London Underground has mobile signal - making commute time the perfect chance to swap scrolling for reading.
On World Book Day we'll target the enemy in an attempt to cut the spread from the source. We’ll collaborate with TikTok and have Penguin take over the public's feed to instill more purposeful scrolling. After scrolling for a while, Penguin will appear on their screen and provide them with a link to find a book based off of their algorithm and interests.
Lastly, we’ll transform a selection of London bus stops with special Penguin RX installations. While waiting, people can have a consultation with Penguin instead of scrolling - and receive a free book in the process.