No Rain No Flowers

A PSA campaign encouraging Gen Z to find their work-life balance, meant to destigmatize the misconceptions and debates around "quiet quitting". Being apart of Gen Z, I understand firsthand what it feels like to be searching for our work-life balance as we enter into the workforce, and it really is a challenge for every generation. Gen Z are trying to separate their identities from their work and find their balance through a new and upcoming trend called quiet quitting. Quiet quitting has sparked a lot of debate amongst older generations, because it doesn't match up to their versions of a happy work-life balance. I want to encourage my generation and destigmatize the misconceptions around quiet quitting. 

When brainstorming for the brand and PSA campaign, I made a list of sayings, words, aesthetics, and overall vibes to convey what should be associated with the final designs. This list helped in avoiding negative connotations associated with quiet quitting. Colour and design trends were also noted, sorted, and researched to understand which ones Gen Z responded positively to and which ones matched the overall vibes of the campaign: balance, authenticity, and encouragement. Heavy inspiration came from the saying “In due time”, meaning “eventually, at the right time”. Quiet quitting is about finding work-life balance, and the PSA campaign encourages them that they will find that balance (blossom) in due time.

A bus stop poster had a calming and encouraging message with some Gen Z twisted humour thrown into the mix of the campaign (“Go Touch Grass”). Go Touch Grass means to get offline and live in reality. Taking it as getting off of the hustle culture and growing your person. The bus stop promotional location was chosen for Gen Z as some don’t have their licence yet or prefer the more eco friendly mode of transportation and would pass it daily. Along with a billboard added to a subway or train station. It is a colourful addition for an otherwise dull place. 

Gen Z is kinda known to be chronically online, and this makes it easier to reach them through social media. Three Instagram story posts were chosen to help promote the PSA because Gen Z is constantly on their phones and social media. The stories include a bold question to intrigue Gen Z, a calming slogan “blossom in due time.” and a calming repeated background of the No Rain No Flowers Logo. All enticing and encouraging Gen Z to click on the profile and satisfy their curiosity about Quiet Quitting and the PSA Campaign about it.

The Tote bag staple of Gen Z was chosen as another promotional material because they are popular throughout Gen Z and could be used as walking advertisements of this PSA Campaign. The soft gradient was also meant to look like a blooming flower; blossom in due time. 

Overall the PSA campaign was a success in garnering the attention and understanding from Gen Z. The results achieved was that of properly educating them on what quiet quitting is and how they should consider it. The PSA campaign brings awareness that Gen Z should be able to find their happy work-life balance on their own terms and in their own way.