The Gratitude Project
The Gratitude Project is a movement launched by One A Day® to inspire acts of gratitude that go beyond feeling to actually practicing it — starting with our own bodies.
The situation:
Gratitude is having a moment. In February 2021, search terms such as “How to thank the bus driver,” “How to thank a nurse,” and “How to thank a health care provider” began trending. Overall, internet searches for the term “What is gratitude” have increased nearly sixfold, from January 2020 to January 2021. The current perspective of gratitude is about EXPRESSING and FEELING it, however there is a higher order that expands and inspires our consumer. Let’s be the champion of gratitude and reposition it as a way to thank yourself - a way to practice gratitude for yourself. The Gratitude Project by One A Day is on a mission to encourage consumers to go beyond feeling gratitude and to start practicing gratitude regularly for their entire body.
The idea:
One A Day, the multivitamin brand with specially formulated products for the whole family, is setting off on a journey to inspire acts of gratitude, and joining them in the quest is actress and producer, Samira Wiley. Rather than show gratitude, One A Day is challenging people to start practicing gratitude for their body and all it does for us.
The execution:
The Gratitude Project documentary collects inspiring stories from people who have begun practicing body gratitude after coming up against enormous personal setbacks. Co-produced by Emmy® winner Samira Wiley, the film is a testament to the power that practicing gratitude can bring to a person’s life.
The short will feature real stories from individuals who have been practicing gratitude as a tool for bettering themselves and why they have chosen to show appreciation, love, and care toward their full selves. The concept for the documentary comes from an insight showing internet searches for the term "what is gratitude?" increased nearly sixfold1 from January 2020 to January 2021, as the years' events illuminated the importance of showing gratitude not just for others, but for oneself. And, while many are beginning to discuss gratitude, few are putting it into practice. One A Day wants to change the narrative and inspire people to begin practicing daily acts of body gratitude because everyone has a reason to do it.
The Gratitude Project is illuminating not just the importance of practicing gratitude, but the numerous scalable ways showing body gratitude can come to life and the benefits such acts can have on one's overall well-being. In fact, in 2021, Psychology Today reported feelings of gratitude were associated with significantly lower average heart rate and blood pressure, better sleep quality and lower stress.3
The Gratitude Project documentary will premiere during the Tribeca Festival in June 2022. Ahead of its debut, One A Day wants consumers to share their personal body gratitude stories on social media for a chance to win a trip to New York City to attend the premiere of The Gratitude Project at the Tribeca Festival.