Mind the grind

• Main Authors: Chong, Joo Xuan, Foo, Elizabeth Wei Zhi, Tan, Natasha Jing Hui, Teng, Yuxiu
• Other Authors: Kang Hyunjin
• Format: Final Year Project
• Language: English
• Published: Nanyang Technological University 2021
• Subjects: Social sciences::Communication::Communication theories and models
• Online Access: https://hdl.handle.net/10356/147167
• Institution: Nanyang Technological University

Mind the Grind is a preventative health communication campaign that promoted mindfulness meditation as a work-related stress management tool amongst working millennials between 23 and 35 years old. Against the backdrop of the COVID-19 pandemic and normalisation of alternative working arrangements, working millennials reported increased levels of stress as they struggle with work-life separation. Understanding that they continue to see the value of excelling at work, Mind the Grind introduced mindfulness meditation as a workplace performance booster, opting for a more positive approach. Built upon the Theory of Planned Behaviour, the campaign inspired the practice of mindfulness meditation as a viable solution by driving behavioural intention through improvements in its target audience’s attitudes, perception of social normality, and perceived control over mindfulness meditation. The digital campaign was conducted on Instagram and utilised various formats like bite-sized posts, short format stories, live streams, and long-form guides to communicate the usefulness of mindfulness meditation in helping working millennials manage their work-related stress and thus improve their performance at work. Mind the Grind also hosted a virtual Mastermind Challenge on the MindFi mobile application to offer guided mindfulness sessions and tools to participants as a way to drive actual behaviour. Paid solutions were also used to increase the reach of various key content pieces. Mind the Grind exceeded all of its impact objectives, recording improvements in attitudes (136.33%), perception of social normality (117.47%), perceived behavioural control (117.05%), actual behaviour (168.72%), and future behavioural intention (255.5%) regarding mindfulness meditation. It also attracted 169 participants to the Mastermind Challenge. The evaluation of Mind the Grind demonstrates the feasibility of using fully digital solutions to promote the adoption of well-being-related behaviours amongst working millennials in Singapore.