Campus life in a fully-digitalised age in a post-pandemic era has transformed the way we learn and interact. With it, a new set of motivations and stresses. Students share their personal anonymous confessions on their own digital community. In it, they share intimate information, personal perspectives and concerns. This presented an opportunity for the school to get into the heads of the student body to really understand their pain points.

“Active Listening, Subtle Responding” is the crux of the campaign idea. Over a period of 18 weeks, I deep-dived into the common entries by students and turn them into immersive insights to develop a content strategy. By looking at their pain points as questions, I was tasked to launch a series of social content addressing key themes, touching on the pillars of self-care and productivity.