Sthir Stories
Resonating with the Workforce: Revamping Well-Being Programs for Real Impact
Summary:
Having encountered a low engagement with traditional mental health webinars, the organization partnered with Sthir to create a relatable, interactive program that blended emotional well-being with practical skills using humor and Bollywood references.
Being culturally attuned and this approach boosted participation, improved resilience, and normalized open conversations around mental health across the workforce.
Industry
FMCG
Client
Client Name Withheld
Date
2023
Case Study
Challenge:
The client, a company with 1,800 employees spread across multiple locations—predominantly field sales staff—faced challenges in driving employee engagement and emotional well-being. In-person sessions were impractical, making online engagement the only feasible option. However, previous mental health webinars did not resonate with employees, resulting in poor attendance and minimal impact. As participation dwindled, the organization grew frustrated with the lack of outcomes and sought a solution that could truly connect with their workforce.
The Sthir Approach
Methodology:
At Sthir, we recognized that “mental health” is often perceived as a heavy or intimidating topic, which can discourage people from participating. To address this, we crafted a new communication strategy that shifted the tone from formal to relatable, making well-being feel approachable and engaging.
Our revamped program featured interactive, shorter sessions that alternated between emotional well-being themes and practical workplace skills, ensuring relevance to employees’ daily lives. We incorporated Bollywood references, humour, and interactive elements to lighten the tone and build familiarity, making it easier for employees to engage.
Key Interventions:
- 1. Redesigned Communication for Greater Engagement:
We reframed messaging around mental health, avoiding technical jargon and focusing on everyday concerns that employees could easily relate to. This included light-hearted emails, pop-culture references, and humour to promote the sessions. - 2. Mandatory Sensitization Sessions Twice a Year:
To create awareness and normalize the use of counselling services, we held mandatory sensitization sessions for all employees, emphasizing that everyone can benefit from support—not just those in crisis. - 3. Monthly Webinars with a Balanced Focus:
Each month, we hosted short, interactive webinars alternating between emotional well-being and workplace skills. These kept employees engaged with diverse topics and relatable examples, ensuring the content felt relevant to their everyday experiences. - 4. Interactive Formats with Familiar Touchpoints:
We ensured that webinars were engaging by incorporating elements like quizzes, polls, and Bollywood-themed scenarios that resonated with the workforce’s cultural background. This interactivity boosted participation and fostered better learning outcomes.
Outcome
Results:
- Higher Engagement Levels: Attendance steadily increased as employees began to find value in the sessions, with participation rising month by month.
- Improved Resilience: Even though EAP counselling line usage remained modest, employees reported feeling more equipped to manage stress and workplace challenges through the new webinars and sensitization sessions.
- Shifting Mindsets: The change in tone—from serious to relatable—encouraged employees to engage with emotional well-being content without stigma.
Key Takeaways:
- 1. Relatable Messaging Drives Participation: Reframing mental health messaging using Bollywood, humor, and light-hearted communication made the content accessible and engaging.
- 2. Interactive, Short Sessions Work Best: Short webinars with interactive elements proved more effective in holding employees’ attention and ensuring practical takeaways.
- 3. Regular Sensitization is Crucial: Consistent awareness efforts around counselling services helped normalize emotional support and encouraged employees to seek help when needed.
- 4. A Holistic Approach Ensures Impact: Combining emotional well-being topics with practical workplace skills provided employees with a well-rounded toolkit to thrive personally and professionally.
