A multi-platform social media awareness campaign focused on doomscrolling, digital wellness, and attention fatigue among college students.
Spring 2026 • Group Campaign • Instagram + TikTok
Campaign Objective
Create a multi-platform awareness campaign addressing doomscrolling, excessive screen time, and digital wellness among college students.
Target Audience
College students and young adults with high daily social media usage habits.
Strategic Goals
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Increase engagement through short-form content
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Promote healthier screen-time awareness
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Encourage offline wellness activities
Content Strategy
Messaging Approach
The campaign employed interruption-based messaging, bold typography, and high-contrast visuals to convey the overwhelming nature of doomscrolling and attention fatigue among college students.
Platform Adaptation
Content was adapted across Instagram and TikTok using platform-specific strategies while maintaining a consistent visual identity, typography system, and digital wellness messaging.
Content Execution
Multi-platform rollout designed to increase awareness and engagement through short-form digital content.
Performance Highlights
2,813 Views
380 Accounts Reached
78.3% FYP Traffic
1,058 TikTok Views
Visual Content Showcase
Carousel Engagement Analysis
This satirical April Fools carousel leveraged reversal messaging and trend-based humor to increase engagement and audience interaction. Analytics revealed that the opening hook slide generated the strongest response, underscoring the effectiveness of interruption-based social content and the power of curiosity-driven sequencing.
Instagram Story Content
Instagram Stories were used to increase audience participation through interactive polls, behavioral reflection prompts, and educational social media statistics. Poll responses and engagement metrics provided insight into audience screen time habits and campaign interaction patterns.
Team & Role Contributions
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Designed campaign graphics and visual branding assets
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Created and managed the campaign Instagram and TikTok accounts
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Wrote captions and adapted messaging for platform-specific audiences
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Published and managed campaign content across social platforms
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Organized team collaborations through Slack and shared Google Drive systems
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Tracked campaign analytics and engagement performance metrics
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Supported overall campaign coordination and digital workflow organization
Collaborative Contributions
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Team brainstorming and campaign strategy development
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Interactive Instagram Story engagement activities
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Shared campaign planning, research, and content development
Campaign Reflection
This campaign strengthened my experience in digital storytelling, audience engagement strategy, analytics interpretation, and multi-platform content development. Through collaborative planning, visual branding, and content execution, I gained hands-on experience managing a social media awareness campaign from concept development to audience engagement analysis.
Key Takeaways
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Developed and executed a multi-platform social media awareness campaign
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Applied analytics and engagement insights to evaluate content performance
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Strengthened experience in branding, graphic design, caption writing, and digital storytelling
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Coordinated collaborative campaign workflows through Slack and shared Google Drive systems
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Adapted content strategies across Instagram Stories, carousel posts, and TikTok formats
This project reinforced my interest in digital communications, social media strategy, and audience-focused storytelling through collaborative campaign development.