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what impression did you get of the character Zeno?
Does that impression match the desired image of ISMA?
Do you feel like the main message matches your vision?
are there other channels that you think we should use?
When would the campaign be considered a success?

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€50.000

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6-12 months

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video of Zeno explaining the first signs of stress and how to deal with them; how to prevent the first signs of stress.

landing page: providing information and an action plan + phone line for urgent matters.

social media content: images, infographic, stories.

offline media; posters, abri posters: Zeno asking the target audience about a sign of stress and suggesting it could be stress followed by a call to action to visit website and start working on getting rid of the symptoms and stress.

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social media
offline media: posters, abri poster.
white boards

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character; Zeno, who is representing the voice in the head of the target audience that tells them to stress less or take better care of their mental health. Zeno is 'taken out' of the target audience's head and placed into their physical environment through offline media and is used in content on social media to make people aware of their inner voice and listen to it in order to reduce their stress and create a more balanced work life following a call to action. (e.g., go to the website to discover the action plan). Zeno can be seen as a guide and reminder tool that helps the target audience in their journey of reducing stress and the first signs that they might be experiencing.

offline media idea:
poster with reminders coming from Zeno; "do you have trouble with working concentrated? this can be a sign that you are stressed; go to (landing page) and discover what you can do to reduce stress (call to action).

character traits:
- blue outfit (representing the colour of isms)
- unisex
- positive and calm vibes

used colours in the campaign:
- blue: calm, peace
- orange: energy, balance
- turquoise: growth, calm, aware

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~Shows you how to stress less so you can create balanced work life with a clear head~

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The message should change the perception of the target audience, that taking a break/ one step back hinders them from achieving their goals at work. Instead, taking a break will help them to get a clear mind again which can even lead to a faster work progress, more fun and productivity at work; a more balanced work-life.
1 step back, 2 steps forward as the slogan
-feel stress?
worry less; think less
the worry can be replaced by different words
followed by a call to action (visit the website to discover what you can do against your stress for example)
stress is not a norm
stress less, become your best

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- We believe that ISMA UK will increase the number of young professionals who are aware of the first signs of stress, if the issue of stress is made tangible to the target audience by naming first signs of stress.  | The research has shown that Greeks rather believe tangible problems and are therefore persuaded more easily by tangible arguments. Moreover, the functional analysis revealed that the campaign is perceived as easy if the information is tangible and clear to the target audience. (Context & Functional)

- We believe that ISMA UK will maintain its desired brand identity, if all communications in the campaign follow ISMA’s code of conduct, maintaining a professional appearance, while the colour blue #2A3990 of their logo is used.
| All current communications of ISMA UK follow the mentioned factors. To be in line with this it is critical the Greek campaign follows these same values. Then the campaign should bring the optimal results while maintaining the brand identity. Furthermore, as ISMA UKs logo is blue, the brand identity will be portrayed in the campaign through this. (Context & PID)

- We believe that ISMA UK will increase the number of young professionals in Greece who are aware of the first signs of stress, if the campaign considers external influences such as the very flexible labour market, and a high unemployment rate when conveying the key-message.  | The DESTEP analysis shows some important details that cannot be neglected while developing a campaign for young professionals in Greece. Especially the flexible labour market and the unemployment rate have an influence on the audience's stress. (context)Additionally, non-EU NGOs need to fulfil certain conditions to operate in Greece (residence and work permit).

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GYP Segmentation:
Geographic: Central Greece > Athens
Age: 23-30
Signs: emotional and psychological

Design requirements
- We believe that ISMA UK will create accessible communication tools for the target audience to help tackle work-related stress if knowledge transfer is used as an intervention technique,  | Because a major part of the target audience does not know how to deal with stress it is important to spread knowledge about the purpose and functionality of these tools. This way the audience can apply them in a time effective way. (Needs)
-We believe that ISMA UK will encourage people to take action if the campaign gives clear action steps in the form of an action plan to reduce especially psychological signs of stress and emotional signs of stress.

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- We believe that ISMA UK will increase the number of young professionals in Greece who intend to take action to decrease their stress-level if the campaign uses a call to action. | Calls to actions were easy to implement and successful within most analysed campaigns. These calls to actions should be concrete to make the desired behaviour more tangible to the target audience. (Functional)

- We believe that ISMA UK will increase the number of young professionals in Greece who are aware of the first signs of stress, if a hashtag and shareable content is used on their social media channels such as Instagram, Facebook, YouTube, etc. | A hashtag is easily shareable and thus, revealed to be successful in the campaigns that used one. Shareable content can increase interaction and spread a message in a short amount of time. (Functional) These channels are often chosen for campaigns, while they have a wide reach within the desired target audience. Additionally, the research on the participants has shown that the target audience makes the most use of the channels Facebook, Instagram, and LinkedIn. Therefore, these are the channels that should be used when sending the communication products. (Needs & Functional)

- We believe that ISMA UK will increase the number of young professionals in Greece who know how to use tools to deal with their stress, if a landing page with a clear design is created.  | The majority of the campaigns have a website/ landing page providing all information and tips needed. Websites that have easily understandable, accessible content with clear messages, such as the website of Wie geht’s dir? are generally more successful than those with a more complicated design. (Functional)

- We believe that ISMA UK will encourage people to take action if a number for immediate help is provided for those of the audience who need professional care. | ISMA UK itself does not offer counselling, but there might be people in the audience who need it. Therefore ISMA UK can also help them by referring them to professionals. This approach was revealed to be successful in the analysed campaigns. (PID & Functional)

We believe that ISMA UK will increase the number of young professionals who are aware of the first signs of stress if the physical environment is used.

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Problem Statement and Communication Objectives

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Problem Statement and Communication Objectives

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Problem statement: As defined in the first phase of this project, the following question represents the problem statement: How can ISMA UK ensure that young professionals in Greece reduce their stress-levels through behavioural change to make sure they experience less stress by helping them recognise the first signs of stress and find means to deal with them without (1) normalising stress, (2) increasing the stress levels and therefore significant health concerns, and (3) increasing the number of stressed individuals?

Communication objectives:
1) Target group recognises first signs of stress
2) Target group knows how to act when recognising stress
3) Target group has the intention to be pro-active (tackle their stress)