Opgroeien / Kind en Gezin

We did this by installing a reflex in parents and everyone who comes into contact with young children: the 4-4-4 breathing method. This is perfect for calming yourself when stress levels rise.

To teach people the 4-4-4 breathing method, we launched a song together with Kind en Gezin. We wrote the lyrics, after which none other than Captain Winokio set it to music and released it as his new single.

In "Do the 4-4-4" Captain Winokio illustrates a range of recognizable stress situations at a lively pace and with catchy sing-along vibe, while explaining the 4-4-4 breathing method in the chorus. And it's simple: inhale for 4 seconds, hold your breath for 4 seconds, and then exhale for 4 seconds. Have you heard "Do the 4-4-4" yet?

A real earworm!

A press showcase kicked off the campaign. Captain Winokio performed his latest song live for the first time at Huis van het Kind in Vilvoorde, after which experts from UGent, KULeuven and Opgroeien, among others, discussed the causes and consequences of parenting stress.

Of course, we simultaneously pushed the single to the Flemish media. With result: the campaign was picked up by Radio 1 and many newspaper editors, while VRT Laat covered the topic together with child and youth psychiatrist Dr. Binu Singh.

After this launch, the campaign was widely rolled out. The song can be listened to on Spotify, while the music video we created together with Captain Winokio can be admired on YouTube and the campaign website. Singing along is encouraged!

On the campaign website that we developed together with Opgroeien, in addition to the video clip, you could find useful tips on how best to deal with parenting stress. To direct people to the site, we developed an online campaign for Facebook, Instagram and Admoove. We used geotargeting to target people around the Kind en Gezin consultation centers. Here, too, we played Captain Winokio to his full potential, with snippets from the music video, static ads and a personal video message. After the launch period, the always-on section offers concrete tips and tricks against parenting stress.

Furthermore, the campaign was completed with:

• An emailing from Kind en Gezin to parents and professionals
• A SEA campaign
• Cheerful 4-4-4 posters in the Child and Family counseling offices, the Houses of the Child, the Child Abuse Trust Centers and the CAWs
• An editorial article and advertisement through Child and Family channels
• An information package for stakeholders with which they could help promote the campaign

Did you read all the way to this end?
Nothing that sapped your attention?
Then sing loudly, but with some finesse:
Do the 4-4-4!

Director: Olav Verhoeven
Studio Direction: Virtual Production Studio Facilities