Draw a Line.
The Gulf Health Council's campaign against occupational burnout, built on the Arabic phrase حط خط ('draw a line'), opened with images of orange smoke rising from office buildings before revealing what they meant.
- Brand
- Gulf Health Council
- Agency
- Gulf Health Council
- Market
- GCC
- Region
- GCC
- Year
- 2023
The challenge
'Studies indicate that 1 in 3 employees in Gulf countries exhibits signs of occupational burnout,' the council said at the launch in September 2023, and many don't recognise it or know how to deal with it. Its MUSE entry adds that a common confusion between being productive and being a workaholic often leads to burnout.
The idea
Under the line 'Draw a Line: Between Yourself and Occupational Burnout', the campaign urged workers to spot early signs such as lack of support, mismanaged tasks, overload and long hours (MUSE). A teaser phase spread CGI videos and images of orange smoke rising from rooftops through micro-influencers across the GCC, and 'a single reveal tweet by the Gulf health council connected the visuals to occupational burnout' (entry board). A main video on the signs of burnout followed, with an awareness guide, expert articles and a burnout self-assessment for employees and team leaders on the council's Your Health Guide platform (Gulf Health Council).
Results
- More than 40 million views, 1.1 million engagements, coverage in more than 120 media channels and more than 125 influencers taking part, according to the council's MUSE entry board
- More than 110,000 visits to the online guide and more than 15,000 people taking the burnout test, by the same board
Case study source: Gulf Health Council Source ↗
Awards
- MUSE Creative Awards 2024Social Media - Employee EngagementPlatinum
- MUSE Creative Awards 2024Social Media - CommunityPlatinum
Credits
- In-house team
- Gulf Health Council
