National OOH campaign encourages mental peace among young people

Blue Monday as a starting point for raising awareness

Almost half of young people in the Netherlands experience feelings of stress, anxiety and powerlessness due to global challenges such as climate change and social pressure, according to recent research*.

In addition, 91% of young people say they need more attention to mental health at school**. To address this issue, out-of-home operator Bauer Media Outdoor and environmental impact platform Imagine5 joined forces.

On Monday 20 January 2025, known as Blue Monday, they officially launched a national campaign aimed at young people in secondary education at YES College in The Hague. The campaign supported and made young people aware of the importance of mental health. It was rolled out on all digital screens of Bauer Media Outdoor's NextGen Media network.

Through these screens, students were encouraged to take breaks and use specially developed audio content, including guided meditations and soothing nature sounds. The campaign was festively opened with a relaxation and audio chair at YES College, where students could relax with noise-cancelling headphones.

Audio content as a tool for relaxation

The campaign offered young people practical tools to reduce stress and improve their focus. Through QR codes on the screens, students were able to access:

• Short guided meditations
• Playlists with soothing nature sounds
• Inspirational messages encouraging positive reflection

This content was available on Bauer Media Outdoor's entire digital NextGen Media network for six weeks.

Collaboration for positive impact

The collaboration between Bauer Media Outdoor and Imagine5 highlighted the importance of technology and media impact for social causes.

Wierish Debipersad, Commercial Director at Bauer Media Outdoor, stated:‍

"This collaboration shows how Bauer Media Outdoor's technology and the positive impact we want to make as Platform for Good can go hand in hand."

Melle Bos, Chief Engagement Officer at Imagine5, added:‍

"At Imagine5, we believe that connecting with nature is a powerful tool to reduce stress and promote well-being. As a parent myself, I see how my children too struggle with all the stimuli and developments in the world. As an adult it is already difficult to distance yourself from this and stay positive, for young people this is even more challenging. With this joint campaign, we not only want to make young people aware of the importance of sometimes taking some time for yourself, but also provide them with practical tools to strengthen their mental health."

*Source: GGD GHOR - research “Prestatiedruk, groepsdruk en sociale veiligheid: jongeren aan het woord”
*Source: Unicef Netherlands - Opiniepeiling

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