The DoomScroller: A Mirror Reflecting Our Social Media Habits
In a world increasingly dominated by digital interactions, the impact of social media on our mental well-being has become a subject of considerable concern. Recognizing this growing issue, Amplify’s innovation practice, FUTURES, has partnered with Kai Lab’s Creative Technologist, Sean Malikides, and NABS, the advertising industry’s well-being charity, to develop the DoomScroller robot – a provocative initiative designed to promote more mindful engagement with social media platforms. The DoomScroller isn’t about demonizing social media; it’s about empowering users to understand their online behaviors and ultimately cultivate healthier relationships with the digital world.
At the heart of this campaign lies a compelling film showcasing the DoomScroller prototype. This innovative device monitors an individual’s social media activity and subsequently generates a "receipt" reflecting the potential impact on their mental health. The aim is to make the often-invisible consequences of our digital actions tangible and thought-provoking. By merging the physical and digital realms, the DoomScroller creates a powerful feedback loop, encouraging users to reflect on their scrolling habits and consider the potential ramifications on their well-being. It’s a stark reminder that our online actions have real-world consequences.
The driving force behind the DoomScroller project is the belief that understanding our online behaviors is the key to regaining control. Ed Hallam, FUTURES leader and Amplify Innovation Creative Director, emphasizes the significance of the prototype as a means to explore our relationship with the digital world. He highlights the project’s focus on challenging the status quo of social media behaviors and adding weight to our online actions. This aligns perfectly with FUTURES’ core principles of placing people at the center of their experimental endeavors. The DoomScroller embodies this philosophy by providing users with a tangible representation of their digital footprint, encouraging self-awareness and fostering a more conscious approach to social media consumption.
The collaboration with NABS underscores the importance of addressing mental health within the advertising industry. Lou Thompson, Marketing Director of NABS, points to a concerning rise in mental health issues within the sector, with emotional support being a primary reason for contacting their Advice Line. This partnership highlights the shared commitment to promoting mental wellness and placing conversations about mental health at the forefront of industry dialogue. The DoomScroller project serves as a tangible contribution to this vital conversation, offering a practical tool for individuals to assess and manage their online habits in relation to their mental well-being.
FUTURES, Amplify’s dedicated innovation practice, is committed to exploring the intersection of creative technology, entertainment, and intellectual property. Their experiment series is designed to rapidly develop and test new ideas, creating prototypes that shape the future of experiential marketing and campaign storytelling. The DoomScroller project exemplifies this approach, demonstrating how innovative technology can be harnessed to address critical social issues. It also provides a window into the kind of groundbreaking projects FUTURES is committed to developing.
This initiative is part of a wider tapestry of collaborative projects undertaken by FUTURES. Over the past eighteen months, they have partnered with creative technologists from diverse disciplines, including AI specialist Eoghan O’Keaffe and artist/creative technologist Tigris Li. These partnerships reflect FUTURES’ dedication to fostering innovation through interdisciplinary collaboration. Their upcoming projects, slated for a Summer 2024 showcase, promise to further push the boundaries of creative technology and continue to explore the evolving relationship between humans and the digital world. The DoomScroller project lays the groundwork for these future endeavors, showcasing the potential of innovative technologies to address real-world challenges and empower individuals to take control of their digital lives.
Embracing a community-driven approach, FUTURES intends to share their research and code with brands and the public through a series of prototype drops. This open-source philosophy underscores their commitment to fostering collective learning and empowering others to build upon their innovations. By making their research accessible, FUTURES aims to catalyze further development in this vital area and contribute to a wider societal shift towards more mindful and healthy interactions with technology. The DoomScroller, therefore, represents not just a single project, but a catalyst for ongoing dialogue and collaborative innovation in the pursuit of digital well-being. It is an invitation to participate in a crucial conversation about how we can shape technology to serve our mental health rather than the other way around.
