Heads Up 360 Phone Safety Awareness Campaign - UAL

Heads Up is a 360 phone safety awareness campaign exploring how people unknowingly become vulnerable while using their phones in public spaces.

The campaign was inspired by a personal experience, which made me reflect on how normalised distracted phone use has become in everyday environments such as public transport, busy streets, and social spaces. Many people use their phones without fully paying attention to their surroundings, often underestimating how quickly moments of distraction can increase the risk of theft or personal safety issues.

Using audience insight and behavioural observations, I developed a campaign designed to encourage greater awareness around phone use in public while remaining relatable and visually engaging rather than fear-driven.

The project followed a 360° campaign approach, including:
• Social media content
• Poster designs
• Short-form video concepts
• Public awareness messaging

Throughout the project, I focused on creating a clean and contemporary visual identity that would resonate with younger audiences and reflect the realities of everyday phone use. The campaign aimed to balance strong messaging with approachable and modern creative execution.