Occupational Burnout Campaign

The GCC countries are at the forefront of rapid progress, spurred by an ambitious vision and roadmap for the future. With a large youth population, they are in a hurry to achieve greater things. Studies show that occupational burnout had reached alarming levels with one out of three workers showing signs of this issue. the Gulf Health Council, one of the leading health organizations in the GCC wanted to raise awareness about this provide solutions. The first hurdle was in acknowledging the problem itself, as there was a blurred line between being productive and being workaholic, leading to burnout. This insight was turned into the campaign idea Draw a line: between yourself and occupational burnout. "حط خط" is a simple rhythmic Arabic word. In English, it means to draw a line. A line that refers to putting an end or a stop to something. This combination of a play on words and a visually appealing typography that signified the concept of drawing a line became our visual device. We teased with images and videos on social media that showed orange-colored smoke coming out of office buildings, suggesting burnout at workplaces. Micro influencers shared these images to spark widespread curiosity and conversations. Then a single reveal tweet by the Gulf health council connected the visuals to occupational burnout. The message – the smoke is fake but occupational burnout is real. A combination of the fire and line motif were used to create more visuals across all social media channels. A step-by-step online guide explained the stages of burnout, the misconceptions associated with it, and the ways to tackle it. A burnout test became a tool for people to find out whether they were victims of it. The campaign was organically picked up and promoted by leading influencers. Being a subject that no one has really talked about before, it got great reactions from people far and wide. The campaign drew 40 million + views, an engagement of over 516,000 and was covered by 120+ media channels over 107,000 people visited the online guide and 13,000 people took the burnout test