AntiCOVID19Screensaver

Background

The mobile phone, the thing people rely on the most to keep in touch with their families, friends and the news about what is going on in the world, can also be the worst source of contagion. Unbeknownst, the typical mobile user unlocks the phone around 80 times every day and touches the screen 2,617 times, according to a study. That’s at least 80, and up to 2,617 extra chances of catching COVID-19.

Idea

To raise awareness and help change people’s everyday behaviours, a series of educational smartphone wallpapers were created.

Every time a user touched their screen, the problem was highlighted literally, working as a reminder they should wash their hands and disinfect their phone screen. Because washing your hands and then handling your full-of-germs phone makes washing your hands in the first place pointless.

Results

The idea began as a peer-to-peer invitation on Instagram with zero budget.

The creative team invited their friends to try the experiment. By simply taking a screenshot, everyone could grab the #AntiCovid19Screensaver and set it as a wallpaper reminder on their devices. It started spreading and quickly became a wallpaper on the mobile screens of people in the UK, Germany, Italy, Albania, Greece, Ukraine, Russia, Japan, Brazil and more. The idea was picked up by Ad Age, The Drum, Little Black Book, Directory and others and was featured as Best Interactive Idea of the Week at Best Ads on TV.

Our Thoughts

The London-based creatives behind this idea just did it. Just put it out there. And were just amazed at the reaction to their idea around the world. So obvious, so pertinent. (Though the virus in the wallpapers is too pretty for such a sordid disease.) I think young creatives sometimes forget that they can do anything. The media exists for you to reach the world from a flat in London as Renato and Stefania have shown.