Telesure Wellness Week
Space Theme, Real Relief
Role
Brand Strategist + Creative Consultant (3-year partnership)
Strategy, audience insight, messaging architecture, campaign concept, channel planning, and creative direction across multi-site rollout.
Strategy, audience insight, messaging architecture, campaign concept, channel planning, and creative direction across multi-site rollout.
The problem (baseline + real pain point)
Telesure’s call-centre environment is fast, high-pressure, and emotionally demanding. For many employees, “wellness” content can read as corporate theatre: well-intended, but disconnected from the reality of back-to-back calls, tight KPIs, and mental fatigue.
Previous wellness events had decent visibility but participation plateaued at ~2,667 employees (about 49% of staff). The barrier wasn’t awareness. It was trust, relevance, and energy.
The brief:
Create a Wellness Week campaign that feels aligned to the company’s annual space-based mission theme, but emotionally believable for young employees who are exhausted, skeptical, and time-poor.
Create a Wellness Week campaign that feels aligned to the company’s annual space-based mission theme, but emotionally believable for young employees who are exhausted, skeptical, and time-poor.
Audience insight (18–27 call-centre teams)
This wasn’t a generic “busy workforce” problem. The campaign was built around specific behavioural realities common in young call-centre teams:
• Low trust in HR-led messaging: “This is to tick a box, not to help me.”
• Autonomy first: They resist being told what to do, but respond well to choice.
• Micro-attention windows: They engage in quick bursts between calls, not long sessions.
• Social proof drives action: Participation becomes safer when it’s visible and shared.
Mental load is the real issue: Stress relief and emotional regulation matter more than ideal wellness goals.
Strategic implication: The campaign had to feel optional, lightweight, and immediately useful, with visible participation cues to normalise engagement.
Strategy (what we chose, and why)
1) Reposition wellness as “relief you can use today”
Rejected approach: aspirational lifestyle messaging (too big, too slow, too easy to ignore).
Chosen approach: coping tools + small wins, because stressed teams don’t need a lecture. They need something that reduces pressure quickly.
2) Create a participation framework: “missions” vs “challenges”
• Why not “challenges”: can feel competitive or expose people who are struggling.
• Why not “habits”: implies long-term commitment (and failure risk).
• Why “missions”: short, achievable, and naturally aligned to the space vision without becoming cheesy.
• Why not “habits”: implies long-term commitment (and failure risk).
• Why “missions”: short, achievable, and naturally aligned to the space vision without becoming cheesy.
Four mission tracks employees could self-select:
Move (energy reset)
• Eat Right (fuel performance)
• Get Relief (stress tools and mental reset)
• Quit Bad Habits (small, realistic shifts)
3) Make the space theme emotionally true, not decorative
The corporate theme (“reach for the stars”) risks feeling tone-deaf in a call-centre reality.
So I anchored it to a more believable emotional bridge:
• Stars are the vision. Missions are the steps.
• Astronauts don’t “become astronauts” in a day. They train in modules. Likewise, wellbeing improves through small actions that actually fit the shift.
• Astronauts don’t “become astronauts” in a day. They train in modules. Likewise, wellbeing improves through small actions that actually fit the shift.
• Space became the container. Relief was the promise.
4) Channel plan built for repetition across three offices
To shift behaviour, we designed for high-frequency exposure:
• Live screens throughout all offices (fast, repeated cues)
• Email invitations + date prompts (clear instruction and timing)
• Posters in shared spaces (ambient reinforcement)
5) Convert awareness into action with a simple mechanic
We introduced an on-the-day boarding pass / sticker-style engagement to:
• make participation visible (social proof),
• reduce awkwardness,
• and create momentum without pressure.
Visual system (what you’ll see in the work)
This campaign was designed for speed and legibility:
• Bold headline hierarchy and short copy bursts
• Space iconography + character illustration system (friendly, not childish)
• High-contrast layouts optimised for screens and distance viewing
• Modular toolkit that kept every province/location consistent
Assets include: poster series, screen animations/layouts, email invite system, illustrated elements, boarding pass engagement collateral.
Outcomes (with context)
• 3,200 participants out of 5,500 employees (58% participation)
• Up from ~2,667 participants the previous wellness cycle (~49% participation)
• Net gain: +533 additional participants year-on-year
Clear improvement in engagement in a high-pressure, youth-heavy call-centre environment where internal initiatives are typically treated with scepticism
