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In the era of constant technological innovation and information overload, it becomes almost impossible to “unplug” and slow down. According to the RescueTime, a time tracking tool which boosts productivity by controlling online activities, whilst the average person spends more than 3 hours on the phone every day, the number can reach as high as 4.5 hours for a more active smartphone user.
Seeing this increasing dependency on digital, it is important to introduce initiatives that would alter our habits and minimise the negative effects in the forthcoming future. The disconnect is a media campaign that aims to raise awareness about the adverse effects digital technology has on our lives and to promote a global day without technology. Taking a form of a website, it showcases infographics on the smartphone, internet and social media usage, pulls together the voices from a wider Digital Detox movement and, through a series of animations and posters, calls the viewer to take the action on 2 September: the day to revitalise this complicated relationship with technology being in the moment with each other. The essence of the project is to inspire a change: redefine what it means to be connected.