Social Rehab at Loof!
Social Rehab aims to get people to connect with life outside of their phones and make the most of face-to-face interactions, by offering a unique toolkit that promotes real life interaction. As part of the campaign, Social Rehab is holding a one-off, world’s first event that challenges everyone to lock their phones up and enjoy an uninterrupted evening with their friends. In return, participants can unlock 10% off drinks every hour their phones remain locked up, giving them up to 40% off drinks in total.
BBH Barn interns launch Social Rehab in the ﬁght against poor smartphone etiquette.
Are you tired of repeating yourself or being ignored by your friends because they are too busy on their smartphone?
Social Rehab offers people the tools to enjoy real life social interactions between friends, rather than turning to their smartphones for entertainment. The campaign is leading Singapore, the country with the world’s highest iOS penetration rate, in the ﬁght against poor cellphone etiquette. As part of the Barn, a global internship programme with Ad Agency BBH, the interns have launched the website www.SocialRehab.sg, providing a toolkit to help people recover from smartphone addiction, which in return enables people to connect with life outside of their smartphone!
According to a recent survey, 24% of people have missed out on experiencing important moments because they were too busy documenting it with their smartphones for online sharing. Social Rehab aims to get people to log off their social networks when they are out with friends, and get back into real life friendships.
The Social Rehab toolkit takes elements of the digital world and creates tangible items such as Instaglasses instead of
Instagram, ‘Twitter’ note cards instead of digital Tweets, ‘Like’ stickers instead of the ‘Like’ button and ‘Draw Something’ doodle pads instead of a smartphone application. All of these items aim to promote real life interactions over impersonal digital ones.
The toolkit will be distributed across Singapore’s leading nightspots in the lead up to the event to get people to choose real life fun with friends rather than ignoring them for smartphone activity. The event will then house the world’s ﬁrst phone locker system, where patrons are challenged to lock up their cellphones to unlock drinks promotions.
For people who do not have the opportunity to visit the venue, the toolkit is also available as a printable template to make at home. A limited run of 100 kits are available on request online, free of charge. The website will also house a guide to 21st Century Cellphone Etiquette which will be a constant shareable reminder of the aim of this campaign.
One of the creators of Social Rehab, Sarah Chan, said: “We are all young people who have realised how much smartphones are impacting the quality of the time we spend with our friends. Our campaign simply shows the rewards of real life interactions without the constant presence of a smartphone”