Time To Ungrind

Indianapolis-based agency, The Basement, and the Coalition of Colorado Campus Alcohol and Drug Educators (CADE), managed by NASPA - Student Affairs Administrators in Higher Education - are calling on students to prioritize mental health and wellness in a campaign that addresses the negative effects of hustle culture that can lead to drug abuse. The campaign is intended to convince college students to ‘ungrind’ and focus on self care and better habits. The campaign directs to a landing page (https://timetoungrind.com/) where students can learn more about the dangers of hustle culture—and the abuse of study drugs. There is also a 'Time To Ungrind' GIPHY sticker pack (https://giphy.com/timetoungrind) available for widespread use.

For more than 20 years, CADE has supported college and university prevention efforts across the state of Colorado. CADE’s challenge for The Basement was to create a campaign that would inspire college students to rethink how they feel about the use of stimulants, specifically study drugs. The strategy evolved into something more ambitious: challenge hustle culture at large.