ATTN: An awareness
awareness campaign

For: Personal project

“I do not know but it is too much to read one newspaper a week,” Henry David Thoreau wrote in his 1863 essay Life without Principle. I wonder what he’d tweet today.

Our collective attention is fractured like it has never been before. In the 21st century attention economy — an ecosystem that houses Facebook, Twitter and the like — you and your attention are the products and advertisers are the consumers.

ATTN: is a branding campaign that’s not out to make money and has a simple premise: What you pay attention to matters.

ATTN: seeks to co-opt the devices of marketing and the attention economy to send reminders that human attention is one of our most valuable resources. And it’s non-renewable.