The website states: “Stress is challenging. But knowing you can channel stress into strength is empowering. How you cope, stand against and rise above stress may be different,
but your stories can inspire each other. Join the conversation.”
Part of the campaign aims to inspire others who are feeling stress with ideas of ways they can combat what they are feeling. The website aims to showcase stories from those who have beaten their stress in the hopes that it will help inspire others.
Dubbed #StrengthNotStress, the multi-platform campaign—running across TV, digital video and social media—launches 7/19 with the help of influencers, including college basketball standout Cody Riley, Disney Channel star Dove Cameron and Five Star®’s TV mascot Cinco the Dog.
Stress has become a bigger issue for younger people in recent years. In a 2014 survey conducted by the American Psychological Association, teens reported similar stress levels to those in adults. Stress level was measured on a 10-point scale, and teens reported a stress level of 5.8, which is much higher than 3.9, the stress level which they reported was a normal level of stress. And compared to adults, teens had a slightly higher stress level of 5.8, and adults had a stress level of 5.1.
Five Star® products have always been “Built Strong to Last Long” and #StrengthNotStress taps into the idea that teens—who are also built strong—can channel that strength. Stress can cause life to feel overwhelming at times and Five Star® is there to help students succeed not only in school, but in life.
The multi-million dollar campaign targets 13-21 year olds and will run through peak back-to-school weeks. Four :30 TV spots will run across networks like MTV, MTV2 and Teen Nick, as well as VOD like Hulu. The TV spots are funny in nature and show how tough Five Star® products are in a variety of situations including sumo wrestling and against zombies.