設計一款專為「低頭族」所設的英文字體，透過文字的力量喚起大眾注意，改變長期低頭滑手機的習慣。透過「真人」演繹因滑手機而摔倒所導致的意外，以生動的方式呼籲大眾，請更加留心眼前的路面。根據摔倒動作的設計，同時推出全新的反低頭英文字體及宣傳海報，警示大眾保護自己與周遭人的安全。我們也策劃了全新的指標設計，提醒大眾不要低頭滑手機，更強調注意前方，以推動我們所提倡的「反低頭運動」的口號。
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Using the power of words, we have designed an English typeface especially for “phubbers”, in hopes of raising public awareness of changing the habit of people looking down at their phones. We call for the general public to pay extra attention to their surroundings through vivid, “real life” interpretations of accidents caused by this very phenomenon. Based on the design of the falling action, we have produced a brand new ANTI-DOWNWARD typeface as well as promotional posters to remind people to protect themselves and those around them. In addition, we have planned a new series of warning signs to not phub and emphasize the importance of being cautious of the road; moreover, advocating and promote our slogan: “ANTI-DOWNWARD”.
