Every year during the holy month of Ramadan, STS organises its CSR initiative, ‘Stuff the Bus’ campaign, encouraging schools and businesses across the UAE to donate school items, educational supplies, toys and goodies for less-fortunate children.
This year, with heavy restrictions on movement and social gatherings, we decided to strengthen the sense of belonging across the STS family by launching a new ‘Stuff the Mind’ campaign.
This campaign was conceptualised with the aim of creating a post-pandemic shift in mindset, inspiring a new approach to one’s wellbeing that will go beyond the global crisis.
In order to get the message across to the local community, we put together the ‘Stuff the Mind Campaign’ video with our staff members and students adopting healthy and hygienic practices. To ensure the campaign gained traction, we encouraged our social media followers to post videos of themselves and their families practicing these healthy habits.
After the overwhelming response to the campaign, we put together the ‘Stuff the Mind Impact’ video of families who enthusiastically embraced the initiative, and integrated healthy and hygienic practices into their daily routine.