Generations work together every day, yet they understand each other less and less. Differing expectations regarding workload, communication, and hierarchy lead to frustration, misunderstanding, and mounting stress. Yet, the generational gap in the workplace often remains unspoken. In collaboration with nxt agency, UNSNOOZED brought this issue to the surface.
With a well-thought-out PR strategy, a game grew into a societal narrative that was widely picked up by national, regional, and trade media. The result: visibility, substantive conversations, and a clear positioning of UNSNOOZED as an expert in the field of generations, work stress, and collaboration.
"It was great to do this together with nxt agency. The collaboration felt natural: open communication, short lines of contact, wonderful people, and strong expertise within HR."
The Netherlands is struggling with a structural work-stress epidemic. Burnout symptoms are widespread, and work stress is the primary cause of long-term absenteeism. Beneath the surface lies a factor that is often underestimated: miscommunication between generations.
While younger employees seek purpose, flexibility, and autonomy, older generations have largely grown up with fixed structures, loyalty, and perseverance. When those worlds collide, tension arises in teams, in organizations, and in interpersonal relationships.
UNSNOOZED, founded by Vera Donkers (29) and Roos Vos (31), recognized this problem from their own experience. Instead of accepting the misunderstanding, they developed the Generation Game: an experiential game that invites generations to understand each other's perspectives and start a conversation.
The challenge was not in explaining the problem, but in finding the right tone. No finger-pointing. No blame game. Instead, there was room for nuance, recognition, and dialogue.
From game to societal narrative
Together with UNSNOOZED, nxt agency developed a PR approach that consciously moved away from promotional language and opted for substance and context. The game was not positioned as the ultimate solution, but as a tool to make a larger problem open for discussion.
Vera and Roos’s personal experiences formed the foundation of the story. Their frustrations, doubts, and insights resonated with young professionals, while the broader context—work stress, burnout, and collaboration—made the topic relevant to organizations, educational institutions, and policymakers.
The launch was strategically timed to coincide with the Week Without Work Stress, allowing the story to naturally align with current social discourse.
Targeted media approach
The media strategy was carefully tailored to each target audience. Younger generations and students, HR professionals, entrepreneurs, start-ups, and regional media each received a unique angle. Rather than a one-size-fits-all message, the story adapted to the specific questions and concerns of each group.
“Generations are working together longer than ever, yet they speak the same language less and less. We see it in every sector. There is a lot of talking about each other, but not enough talking with each other. That is exactly why it is so important to engage employers on this topic,” say Vera Donkers and Roos Vos of UNSNOOZED. “It’s been great working with nxt agency. The collaboration felt natural: open communication, short lines of contact, wonderful people, and a strong presence in the HR space.”
Results: visibility with substance
The campaign generated sustained media coverage over several weeks. UNSNOOZED was featured in national media, regional newspapers, and leading trade publications. Not just in brief news snippets, but in interviews and in-depth articles that kept the social issue at the forefront, such as NPO Radio 1 De Nacht Van, AD, L1 Nieuws, De Limburger, Brabants Dagblad, Intermediair and The Entrepreneur.
Results at a glance (visual)
Total potential reach: 26.4 million
7 interviews in national, regional, and trade media
You snooze, you lose
This case study demonstrates how PR can drive social change. By embracing the complexity and sensitivity of the subject rather than oversimplifying it, a game evolved into a widely embraced narrative about the future of work.
For nxt agency, this collaboration confirms what we believe: true visibility is achieved when you dare to prioritize relevance, nuance, and substance.
Do you want to put a social issue on the agenda? Send an email to: remi.kuchler@nxt.agency.
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