In 2021, the COVID-19 pandemic remains one of the biggest challenges globally. The fear for our health, the lockdowns and all the economic challenges led to emotional and psychological difficulties impacted most people who inevitably struggled to overcome during this unprecedented crisis. It became clear that a major obstacle during this time was people’s mindset and the innate human characteristic of worrying and seeing the negative aspect of things. OPAP Cyprus took on the role of providing emotional support. The ultimate goal was to give Cypriots what they needed most at a time of uncertainty and despair. Hope, faith and empowerment to look at the situation with a positive outlook.
The idea came from the notion that success comes from 1% of what happens to us and 99% by the way we choose to face it. So, we chose three characters who inspire with the way they face life and all that comes their way. Three different people, of different ages with different experiences, sharing their messages of empowerment and inspiring others to change their perspective when it comes to things they can’t control, spreading messages of hope and strength.
We created 3 different TV commercials to share their messages and target different audience groups. The three video commercials, one for every character, were located in their favourite place, depicting moments of their lifestyle and interests, giving them the opportunity to communicate messages of encouragement that were authentic and genuine. The campaign was communicated with additional content through radio, social media and other types of digital presence. The positive comments and engagement the videos received from users on social media platforms, signaled that these stories touched our audience’s hearts and managed to ignite a chain of positive messages.