NASPA
NASPA needed a campaign to run in Colorado to get college students to stop abusing study drugs (like Adderall). But this campaign took on a bigger mission. By targeting “hustle culture”, the campaign tied into a current trending topic, all while giving students ownership of the messaging.
This billboard appeared on campus the day of a career fair at UC Boulder. The students had thoughts about "grinding" and were all too happy to let them be known.
A social campaign for the movement was stood up overnight, repurposing captured assets and creating new ones in the moment to resonate with new audiences.
Kits were designed to go to student organizations who wanted to bring the Anti-Hustle-Culture movement to their campus. Stickers, sleep masks, and swag were the highlights… along with plans for staging a sleep-in on campus, hosting an alcohol-free, adaptogen-based cocktail bar, and more.