redefining wellness for a generation
PROBLEM
The current wellness landscape isn’t designed for gen z. It’s clinical and functional, can feel inaccessible and overwhelming.
Youth media does not meet the needs, desires and passion points of this generation. A new way of living in a post pandemic world has caused seismic shifts in the way we live.
91% of Gen Z experienced physical or psychological symptoms due to stress.
(“Stress in America: Generation Z” in October)
Young people are anxious and restless.
They need something new and disruptive to be a part of and need solutions that fit into their way of living.
THE SOLUTION
Introducing Woo.
A new generation cultural movement redefining wellness for gen z. Making wellbeing and feeling-good discoverable, aspirational and culturally relevant.
Through the lens of music, activism, fashion and culture.
Wellness is culture in 2022
Wooness is a new subculture. Wellbeing is integrated into every facet of our mission because of the headspace of this generation.
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THE SOLUTION
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A social ecosystem comprising of feel good original video content, talent-led social first content, editorial and memes. Across a network of channels going where-ever young people consumer content.
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Original content commissioned to support the social campaign includes Nature's Calling, The Bigger Trip and Life in Love. These shows live on the channel alongside functional content aimed at delivering the tools to help young people feel good - live breathework sessions with Gen-Z practitioners, fitness classes aimed at transforming traditional tropes and soundhealing in the form of Higher Frequencies.
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THE CHANNELS
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