LABYRINTH CASE STUDY

Tzu-Chi Foundation

How do you help young audiences move from inspiration to action?

Platform
Industry
Non-Profit, Events
Campaign Name
SYNC. Festival Launch
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Tzu-Chi Foundation

How do you help young audiences move from inspiration to action?

SYNC. Festival by the Tzu-Chi Foundation was conceived as an inaugural platform to introduce the idea of sustainable wellbeing to Gen Z audiences in Singapore. As a values-driven event seeking to connect within a crowded social landscape and limited attention span, the challenge was to communicate its philosophy without sounding prescriptive or preachy. The campaign approached social media as a bridge between online discourse and real-world action, using culturally fluent content and creator-led outreach to make sustainability and wellbeing feel relevant, relatable, and lived. Rather than positioning the festival as aspirational or abstract, the work focused on showing how small, actionable steps could translate values into everyday behaviour, leading audiences from URL to IRL participation.
Campaign Name
SYNC. Festival Launch
Platform
Industry
Non-Profit, Events

Numbers.

Item Showcase
> 0
Proud Audience
0 +
Conversion
0 %

The Challenge.

For many Gen Zs, wellbeing and sustainability are familiar ideas, but often remain abstract. While the language of self-care and sustainable living is widespread, it is frequently framed in ways that feel idealistic or prescriptive, making it difficult to translate intention into action. This challenge is amplified for purpose-led initiatives. Messaging centred on values and philosophy can easily sound preachy, particularly in a content-saturated environment where Gen Zs are highly sensitive to tone and quick to disengage from anything that feels heavy-handed or out of touch. As an inaugural festival led by a values-driven organisation, SYNC needed to connect quickly while remaining brand-safe, showing up in a way that felt human, current, and culturally fluent without diluting the integrity of its message.
What the campaign needed to unlock was a shift from passive interest to personal action, moving youths from passive alignment with wellbeing and sustainability to active participation, making philosophy feel relatable, actionable, and worth engaging with in real life.

The Solution.

The strategy focused on reframing wellbeing and sustainability as something young people could actively practice, not just discuss online. Instead of leading with philosophy, the campaign prioritised relatability and action, meeting Gen Zs within familiar digital behaviours before guiding them toward real-world participation. Content and outreach were designed to move audiences from URL to IRL. Online conversations and creator-led prompts served as entry points, encouraging reflection and curiosity, while the festival itself provided tangible opportunities to act. Through programmes, activities, and shared experiences, participants were able to translate ideas into real contributions to sustainability and practical steps toward their own wellbeing.
By bridging digital engagement with physical participation, the campaign helped turn awareness into action, enabling Gen Zs to build habits and perspectives that extended beyond the event itself.

The Outcome.

The campaign successfully shifted community engagement from passive consumption to active participation. Rather than limiting interaction to online discourse, audiences were invited to reflect, respond, and take ownership of their relationship with wellbeing and sustainability through structured yet accessible touchpoints. A key signal of this shift was the quiz activation, which functioned as a low-barrier entry point for action. Distributed through creators, it allowed individuals to engage privately and meaningfully, translating abstract ideas into personal insight. This approach demonstrated how influencer strategy, when paired with intentional execution, could drive participation rather than surface-level engagement.
By combining creator-led outreach with thoughtfully designed participatory formats, the campaign moved Gen Zs from inspiration to action, bridging digital engagement with real-world involvement and enabling meaningful participation beyond the screen.

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