They Know
02Campaign: Web, Installation (WIP)
Spring 2025
Self-directed, advised by Amy Auman
Background
Your data isn’t just being collected online; its being shared, sold, and left vulnerable. Companies build a version of you—your habits, preferences, and personal information—all without your explicit consent, with every piece of information making you easier to target, manipulate, and expose.
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The Brief
How might I create a campaign that informs users through typography about digital surveillance and educates them on ways to control their data?
The Objective
Educate users: teach about the issue, the actors, and its consequences
Increase awareness: help the general public learn about their personal exposure
Encourage action: provide tools and techniques to protect data
Target
Audience
The Indifferent User: users with high tech saviness but think “why should I care?”
The Privacy Advocate: users with very high tech saviness that believe its their duty to protect their data; wants to seek resources
Initial Content
Architecture
To target these users, I wanted to emphasize why this should be concerning through a bold, in-your-face visual language while showing the issue’s personal consequences and risks. I initially planned on four sections, which was later reworked into three pages to become less redundant and more clear.
Visual Development
How might I represent...
physical tracking security cameras, people and movement
digital tracking red light or outline indicating recording
data
code , ASCII art, pixel but avoid cliches
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Prototype
For best viewing experience, check out this Figma link here on fit-width and full screen!
page under construction, proceed with extreme caution