Intro
In a world where so much of our time is shaped by screens, we started thinking about how graphic design could gently encourage people to reconnect with the outdoors. Instead of criticising technology and people’s use of time, we wanted to focus on the positives like fresh air, movement, connection, small moments and making memories that genuinely make people feel better.
Joint Figma Board of Ideas (broken down below)
Target Audience
Our joint campaign, “Stroll Don’t Scroll,” is aimed at 30-49 year olds. Considering a generation that grew up playing outside before smartphones became part of everyday life. Sky and I wanted to tap into a sense of nostalgia and freedom. Focusing on happiness over making people feel guilty or ashamed about their levels of activity.
“Stroll don’t scroll” is rhythmic and memorable, but soft in tone. “Stroll” feels calm and unpressured, suggesting an easy, achievable action rather than a dramatic lifestyle change (eg – couch to 5K).
Visuals
Visually, we have begun exploring early logo drafts, experimenting with rounded typography and subtle path or sunset motifs to reflect warmth and movement. We also created a mood board of inspirational imagery, focusing on golden light, family walks, dog outings and soft, earthy colour palettes such as green, terracotta and light flares. These visual choices help the campaign feel comforting and familiar rather than overly digital or confrontational.
As part of our early development, we created a short draft video exploring the emotional contrast between digital overwhelm and the calm of the outdoors. The concept focuses on the feeling of sensory overload constant noise, pressure and distraction. Before shifting into a quiet, natural setting that evokes relief, clarity and balance.
Although this is still a draft, it helped us explore how strong visual and auditory contrast can highlight the emotional benefits of stepping outside. It reinforced our aim to show outdoor time not as restriction or another “to do” but as a reset and a bridge back to a more stressfree time in peoples life’s when they where younger and technology freer.
Draft Video using (Adobe Stock, 25)
Competitor Analysis
Comparing existing initiatives, we found two examples that address social media use and digital overwhelm.
RSPH’s “Scroll Free September”
The RSPH campaign encourages users to give up social media for 30 days, positioning it almost like a detox challenge. Visually, the campaign uses bold typography, flat illustration and direct messaging such as “Cold Turkey” and “Sleeping Dog.” The tone feels quite instructional and awareness driven, and we feel focuses on the negative effects of excessive social media use, including anxiety, poor sleep and FOMO. Whilst I think it could be effective in raising awareness, it leans heavily on restriction and removal, which can feel slightly confrontational or unrealistic for modern day pressures, and almost like a punishment.
Heineken’s “Social Off Socials”
This Campaign takes a more ironic approach, and attempts cultural relevance with the use of a celebrity in its adds.
It suggests that real life socialising is more valuable than digital interaction, using cinematic visuals and subtle humour. However, as a brand led campaign, it ultimately promotes a product, which makes its social message feel slightly secondary, and raises suspicions of ethics as it is encouraging alcohol consumption.
It also appears more targeted toward Gen Z audiences rather than 30 – 49 year olds which is what we want to avoid, its alienating an entire generation potentially.
Summary
Ultimately, we believe graphic design can encourage positive societal change by shaping how people feel about everyday habits. By making outdoor time feel warm, nostalgic and achievable, “Stroll, Don’t Scroll” reframes a simple walk as a meaningful reset in a digitally influenced world.