Generalitat de Catalunya

The Department of Education of the Government of Catalonia is the public authority responsible for defining and managing educational policies across Catalonia, ensuring quality, inclusion, and innovation throughout the education system. It works closely with schools, teachers, and families to promote projects with strong social impact.

The campaign proposed by the Government of Catalonia is part of the Responsible Digitalisation Plan of the Department of Education and Vocational Training, with the aim of promoting a pedagogical, healthy, ethical and responsible use of digital devices.

The initiative aims to open a necessary social debate about the role of technology, especially in classrooms, promoting a critical, conscious and positive approach to the use of screens.

Industry
Public Sector
Education & Social Awareness

Client:
Generalitat de Catalunya Departament d’Educació i Formació Professional

Creative & Art Direction:
Studio Regina Puig

The Strategy

We live surrounded by screens. Our phones are always with us and often come between us and the experiences that truly matter. This reality calls for a shift in perspective, helping us rethink how we use digital devices, especially in educational and family contexts.

The campaign strategy focuses on raising awareness, creating spaces for reflection, and encouraging the active involvement of teachers, families, and society as a whole in the digital protection of children. To achieve this, we adopt an emotional, approachable, and positive tone that invites reflection without moralising or assigning blame. The goal is not to reject technology, but to put it in its rightful place: as a tool in the service of learning and well-being, without replacing real-life experiences.

Main claims of the campaign:
Your phone won’t hug you when you need it.
Your phone won’t let you enjoy the outdoors.
Your phone won’t make you feel part of the team.

The Solution

The campaign revolves around a series of short, emotional, and direct statements that highlight everything a mobile phone cannot do for us. Messages that connect with everyday situations, especially for young people and families, reinforcing the idea that real emotions do not happen on a screen.

The visual narrative is built around recognizable scenes, using an attractive, fresh, and contemporary graphic style that encourages identification and helps the message spread.

The campaign concludes with a final tagline that captures its essence:
Less screen, more life!

A direct, positive, and memorable message that sums up the need to disconnect in order to reconnect with the moments that truly matter.

Accessible Digital Guide

In this project, we created an accessible digital document as a guide for the Digital Plan, designed in accordance with the international accessibility guidelines established by the Web Accessibility Initiative (WAI). The document features a clear structure, proper content hierarchy, plain and understandable language, adequate color contrast, legible typography, and navigable elements, facilitating use by people with visual, cognitive, or motor disabilities, as well as by those who rely on screen readers.

This accessible guide ensures equal access to information and reinforces the project’s commitment to inclusion, equal opportunities, and digital responsibility.

What we did

Design
Campaing concept
Applied design
Illustrations
Animations

Print
Posters
Advertisements for magazines
Printed guide

Accessibility
Digital Guide adaptation
Creation accessible templates

Digital
Graphic materials for social media
Digital Guide
Web banners

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