ESC: A Digital Detox Campaign
Heewon Yum
ESC is a public service announcement (PSA) campaign aimed at reducing the grip social media has on society and everyday life. In an era where personal time is increasingly commodified through self-promotion, content creation, and engagement metrics, true relaxation has become rare. ESC encourages individuals to step back, disconnect, and experience genuine rest.
The campaign consists of digital and print interventions designed to disrupt habitual screen time. Through bold visuals and stark facts, ESC prompts users to reflect on their digital consumption and reclaim their time. Rather than framing digital detox as a restriction, ESC presents it as a necessary reset—one that fosters mindfulness, presence, and an appreciation for offline moments.
Beyond raising awareness, ESC extends its impact through an online presence and a line of merchandise. The website serves as a hub for digital detox strategies, offering guidance on stepping away from screens and cultivating meaningful offline habits. ESC merchandise reinforces this mission with tangible tools that encourage disconnection, including minimalist phone pouches for intentional breaks, t-shirts and hoodies symbolizing a commitment to digital detox, keychains as daily reminders to unplug, and bookmarks with messages that inspire mindfulness.
By integrating educational resources with everyday objects, ESC transforms digital detox from a passive idea into an active lifestyle—empowering people to take control of their time and embrace true relaxation.