“Z Cũng Viết” - A social campaign to reduce stress for Vietnamese Generation Z in Ho Chi Minh City (particularly those aged 18-25) by encouraging them to try relevant writing techniques = Chiến dịch truyền thông xã hội “Z Cũng Viết” nhằm giảm stress cho những người thuộc thế hệ Z tại TP. Hồ Chí Minh (đặc biệt trong độ tuổi từ 18-25) bằng cách khuyến khích họ thử các kỹ thuật viết liên quan

Abstract

This proposal outlines the “Z Cũng Viết” campaign, a social communications campaign aiming to help Vietnamese Generation Z young adults (aged 18-25) in Ho Chi Minh city afflicted by stress in their daily lives by introducing them to the benefits of writing, and particularly expressive writing, journaling, and creative writing. This works to: - Enhance their self-expression abilities in daily, academic, and professional contexts to reduce possible stress via inability to communicate. - Channel their creativity positively to relieve sustained stress. - Providing them with an outlet for emotional tumult.

Due to project constraints, expertise, and health concerns, we strictly target young adults in Ho Chi Minh City’s vicinity, who may have encountered some degree of stress in their daily lives, but not those who are clinically mentally distressed. This audience is also chosen because of their unique traits and challenges as Vietnam’s first digital natives who are now entering the workforce (this is elaborated upon further below), as well as the team’s familiarity with this target audience.