Time To Ungrind Campaign | Clapboard Ad Archive

Time To Ungrind

Description

Time to Ungrind, launched in December 2022 in the United States, is a compelling integrated campaign developed by Indianapolis-based agency The Basement for NASPA, in partnership with the Coalition of Colorado Campus Alcohol and Drug Educators (CADE), managed by NASPA - Student Affairs Administrators in Higher Education. This Digital, OOH Outdoor, and Print media initiative targets the Education, Health, and Pharmaceutical sectors, focusing primarily on college students to raise awareness about the detrimental effects of hustle culture on mental health and its connection to substance abuse, particularly stimulants and study drugs. The campaign encourages students to pause the relentless grind and prioritize self-care, mental wellness, and healthier habits, effectively challenging the prevailing culture that glorifies constant productivity at the expense of well-being. Through a strategically crafted message, it drives students to a dedicated landing page where they can access resources detailing the hazards of hustle culture and the misuse of study drugs. Complementing the digital presence is a 'Time to Ungrind' GIPHY sticker pack designed for broad social media use, amplifying the campaign’s reach and engagement among younger demographics. CADE, with over two decades of experience supporting college and university prevention programs in Colorado, tasked The Basement with inspiring students to fundamentally rethink their attitudes toward stimulant use. The project evolved beyond a narrow focus on drug abuse to a broader cultural critique, seeking to dismantle toxic work and study habits that compromise mental health. Time to Ungrind leverages a focused media asset to create a resonant, culturally relevant conversation about wellness, recovery, and sustainable success in academic environments, blending educational content with accessible, shareable digital tools to maximize impact across multiple platforms.

Credits

Client

NASPA

Agency

The Basement

Executive Creative Director

Noah Sarff

Creative Director

Uriaha Foust, Michael Thaman, Burton Runyan

Art Director

Chase Mitchell, Meagan Greene

Copywriter

Lexi Warren

Web Developer

Paul Shreve

Animator

Joseph Cross

Post Production

Earshot Audio Post

Producer

Kaylee Bonneau

Account Management

Mallory Doyel, Mariah Bainter

Media Director

Liz Robinson

Media Coordinator

Sarah Poythress

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Campaign Proposition

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