1 out of 6 Dutch millennials suffers from burnout issues. Mobile devices constantly begging for their attention, definitely don't help. Reading however does. Reading fiction for just 6 minutes lowers your stress levels by 68%, according to researchers at the University of Sussex. Dutch health insurer Zorg en Zekerheid wanted to help this stressed-out generation and introduced Six Minute Stories: a series of booklets written by young and popular Dutch writers. Each the size of your smartphone, to offer a familiar-feeling alternative. Plus, to avoid any distractions, we only made them physically available. Every week a new six minute story was handed out at different locations. Making this health insurer now also a publisher, for a healthy and mindful society.

To launch the series, the 'Boekjesbal' ('Booklet Gala') was organized, a mini-version of the famous Dutch 'Book Ball'. During this literary evening, the writers shared their own stories. In the audience many key influencers and media were present. Then, for 8 weeks, every week a new story was spread, at busy locations such as train stations and universities, throughout Zorg en Zekerheid's target region. Handout locations were announced beforehand via social (videos), while the writers, media and other influencers engaged their followers. For those people who didn't manage to catch a booklet, the stories were also displayed in billboards on train stations and in other public places.

2017 was the most successful year for Zorg en Zekerheid, especially among the younger target audience. 46.000 booklets were spread, many of which are still circulating as of today. Over 1,2 million people were reached through the media and writers. With only 40.000 euros spend on paid media. Brand awareness rose with 23% among 20-35-year-olds. Sales performance among this group was 188% better than last year, growing this segment of the customer base with 10%.