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visual communication practice

Don't be so SELFIE-ISH!


Description of idea

Describe your idea and concept of your work in relation to the festival outlines:

What should be just another way of taking pictures becomes a new trend. SELFIE was indicated as the word of the year 2013 by the Oxford dictionary. Selfie is not only the world of the year, but it is the idea of the era. People are using these new trends and technologies as an excuse to live in an individual world. Only thinking about their own problems, the population is becoming egocentric and selfish.
To instigate people think more about their attitudes the concept of the campaign will work with the trend of selfie portraits and the key message will be “don’t be so SELFIE-ish”.
The campaign can reach a wide range of public, however the main focus will be young adults in an age group between 17 to 25 years old. According to Roy Morgan Value Segments (2014), the target audience to the following campaign is appointed as Young Optimism. In summary, they are innovative and fast to adopt new styles of technology. Young adults are always tuned to new releases in the tech world and they are always connected by social medias. In other words, it is the portion of population who is living the transaction to the new ways of dialogue proposed in the brief.
Thinking about the isolate and egocentric way that the public is living, the campaign will work providing spaces to make people interact and consequently start to concern about the reality that they are living. These interactions will be provided in two ways, both using selfie portraits as starting point. The first will be public installations in places that the target audiences are more concentrated, like universities. These installations will provide photo boots stations to the public take their selfies and a space to leave their “selfie tip”, so when the next ones go to the photo booth they can use their tips. The picture will also be printed instantly and goes straight away to the Facebook webpage. The second way of interaction will be by the use of social medias and a campaign around the hashtag “selfie4u” (selfie for you). Using the on line space people will provide to others selfies as a gift. A viral to make people less selfish and start to share what they like with others.
The campaign has three main objectives which are, highlight problems related to self-isolation in our times, make people aware of narcissism and create discussion between the target public about selfish and egocentric attitudes.

What kind of communication approach do you use?

The communication approach that has been used is a campaign that targets a young audience through public actions. This campaign will be used as a start point to some debates about self-isolation in the smartphones era. The idea is to create dialogue and discussion about this issue between young people, by the use of something common to this public, the selfies portraits.

What are in your opinion concrete benefits to the society because of your communication?

The benefit to society that has come about because of this campaign is that people will be aware about problems related to self-isolation. The society will start to think about this new and egocentric mode of life. The concretes benefits will be seen by the change of attitudes in the society, when the individuals start to consider the people around them, not only looking for themselves.

What did you personally learn from creating your submitted work?

Creating this campaign make me aware of this big problem that we are living in this days. People can be surrounded by lot of friends but they still prefer to keep their attentions to the virtual world. There is no interaction being created by our generation and something should be done to change this reality. Technology should help us not live for us, people need to be concerned that there is a difference between virtual and real world.

Why is your work, GOOD communication WORK?

My work is good communication work because it is an interesting, viable and creative way to create discussion about self-isolation. This work has a vision which is make people aware about the reality that they are living and a clear message that is to people stop to be so selfish.

Where and how do you intent do implement your work?

My work is intended to be implemented this year or the next one, due to the fact that depends of this trend that is the selfles portraits. This campaign is made to young ambients, like universities, pubs or coffees shops.

Did your intervention had an effect on other Media. If yes, describe the effect? (Has other media reported on it- how? Were you able to change other media with your work- how?)

Yes, it affect social media. The use of this online space will help to spread the campaign through the target public.


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Entry details


Don't be so SELFIE-ISH!


Let me take (your) selfie

Concept author(s)

Karolina Buratto

Concept author year(s) of birth


Concept author(s) contribution

As a student of communication design at Swinburne University of Technology, this work was developed at Advertising Design unit. The work count with some teacher and students feedbacks.



Competition category

visual communication practice

Competition subcategory


Competition field


Competition subfield


Subfield description

Swinburne University of Technology