Busy Being Calm

Ending Toxic Productivity

Magnesium supplements have gained popularity recently, often promoted for various wellness benefits like aiding sleep and boosting immunity during the COVID-19 pandemic

Consumers are on the lookout for the new alternatives that can help better their sleep quality and anxiety, however with so much in the market and so little actual studies behind them it can be difficult to choose.

Natural Vitality Calm products work seamlessly with the human body, contributing to a host of positive outcomes and motivated by a desire to improve the world around us. As part of the Clorox family of brands, NVC is an international purpose-driven company committed to healthier and happier living.

Natural Vitality is looking to increase and diversify their portfolio of offerings to accommodate a segment of the population coming out of the pandemic.

“The U.S. News & World Report examines American sleep trends and challenges, revealing that the nation is grappling with sleep difficulties amidst a global focus on self-care and physical health. Despite a consensus on the benefits of bedtime routines, external stressors like economic instability and public health crises are diminishing sleep quality.”

Derwin, Nina. “2023 U.S. Sleep Habits Survey | U.S. News.” U.S. News, 1 Nov. 2023

America is facing a sleep crisis, fueled by anxiety and stress.

In our survey of over 200 people nationwide:

30%

List professional challenges as top source of stress .

50%

Said they like to relax or take a nap when feeling stressed.

Insight

Despite Millennials and Gen Z prioritizing mental wellness, stress from the daily grind makes it nearly impossible to relax and unwind.

Let’s Bring Natural Vitality Calm to the Kitchen Table

Give voice to sentiments that, though felt by many, are often not widely discussed.
People want to reject hustle culture, but the plight of toxic productivity often buries a need for true self-care under the guise of self-improvement.
The values and vision behind Natural Vitality Calm’s founding more than 40 years ago give them an opportunity to be a true ally to self-care, not another opportunist brand.
Create an environment for conversation where people feel supported, and acknowledged for their whole selves.
Natural Vitality Calm’s products provide physical support for health and wellness. There is an opportunity to expand this support beyond their product lines and build community amongst their consumers.

Natural Vitality Calm can have Kitchen Table Talk through executing purpose-driven PR moments to advocate for a societal shift away from toxic productivity.

National Do Nothing Day

On National Do Nothing Day, January 16, all Natural Vitality Calm Employees will be given a bonus vacation day. The initiative will be be announced in a partner video with influencer @imdrebrown, social media’s Corporate Baddie. Employee Ambassadors will be selected to document their day off, creating content to be later shared across all NVC social media platforms. To give them and followers ideas on “nothing” activities they can do, we will have week of demos on our channels, such as Derek Brown, @postivedameginc leading a mocktail making demo.

On the morning of National Do Nothing Day, we will secure television appearances for Shermon McMillan, Vice President and General Manager, Better Health VMS. He’ll discuss NVC’s participation in the day and introduce the results of the “Professional Harmony Index” a survey assessing stress and burnout in and out of the workplace.

Specifically crafted to include thought provoking questions which will generate personal anecdotes and conversation starters alongside statistical data, this survey will have high mediability, which will allow us to secure mentions in both traditional business media, as well as lifestyle and health and general focus publications.

Why You Need to Calm Down

With our survey making clear that we need to calm down, NVC will partner with Dr. Therese Mascardo to show how we can calm down. Dr. Therese, a therapist who focuses on combating toxic productivity, will demonstrate NVC is here to help with ideas, inspiration, and actions that will help people calm down. Following the reveal of the survey, Dr. Therese will embark on a media tour, appearing on podcasts, national news programs and daytime talk shows, and provide availability for interviews with regional newspapers and editorially driven e-commerce sites.

Advocating for a Four Day Work Week

Showing continued support for ending Toxic Productivity, NVC will host a number of activations in DC surrounding the White House Correspondents Dinner to get some of the busiest people in the world to calm down, and support legislation for four day work weeks and other worker benefits.