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Positive & Healthy Mindset: the success story of Super Chill

Updated: 2 hours ago

At NOA Collective, we love to put our Brand Business Plan to use to make a difference. One of the partnerships we are very proud of is with the Super Chill, a foundation dedicated to improving kids' mental resilience through playful and calming exercises. In this blog, we’ll show how our approach and the NOA IMPACT framework created the foundation for the growing success of Super Chill, highlighting our recent event as an example.


Determining Super Chill’s identity

First, we established what Super Chill is all about. Our mission is to help kids develop a healthy and positive mindset through playful and calming exercises. Mindfully choosing the core values and goals helped us create a message that connects with kids and their caregivers: ‘Voor een fris en rustig koppie’ (for a fresh and calm head). With Super Chill we aspire to build a mentally resilient generation across Europe by making little rituals an integral part of raising children. Ultimately, 'Super Chill' aims to become inherently associated with a positive and healthy mindset for children.



Understanding the market

Based on our survey of 400 respondents (Dutch parents with their youngest child under 12 years old), over 76% indicate that their child experiences more stimuli and/or performance pressure than they did in their own childhood. In addition our research showed that more than 70% of parents have never done relaxation exercises with their child, with 60% expressing interest in doing so. 



After conducting our research it was clear that caregivers are really worried about kids’ mental health, especially after the pandemic. With more stress and anxiety, there’s a need for programs like Super Chill. We looked at market trends and competitors to find the best way for Super Chill to lead in this space. Our BHAG (Big Hairy Audacious Goal) is to reach 50% of all caregivers with children aged 6-10 in Western Europe within ten years.


Shaping the Super Chill app

Based on our findings, we developed the Super Chill app from the ground up, together with our technical partner September Digital, to meet the needs of kids and their caregivers. The app offers playful and calming exercises that are easy to use. Its friendly design and engaging content make it a hit, as demonstrated by its impressive reach and download numbers. Within the first 100 days, we were able to connect with tens of thousands of caregivers and children, resulting in remarkable app download figures. Features include intuitive navigation, situation-based emotions, and cultivating motivation. For example, kids can pick their animal character to reflect their mood, and engage in exercises designed to help with common challenges like first-day school jitters or waking up in a bad mood.



Connecting with the audience

With a clear picture of our audience, we focused on making Super Chill’s brand appealing and relatable. The bright and fun design, along with a friendly tone, helps attract and keep users involved. By continuously updating the app with playful content Super Chill has built a strong and loyal following. 


We've put Super Chill to the test in various primary schools, and the results have been overwhelmingly positive. But we didn't stop there. With Levi van Dam on our board - who's also a professor of Resilient Upbringing at the UvA (University of Amsterdam) - we're continuously researching the impact of our exercises.


Levi shares an important insight: 


"Since 2017, we've seen a significant increase in emotional and behavioral challenges among upper primary school children. Girls are experiencing twice as many emotional difficulties, while boys are showing nearly one and a half times more behavioral issues."


This research underscores the importance of what we're doing at Super Chill. The feedback from parents and caregivers has been encouraging, reinforcing our commitment to supporting children's well-being.What's even more encouraging is how much the kids themselves enjoy using the app.


Take Pippa, for example. She's 8 years old and said:


"Mom, if I get that shot tomorrow, will we still have time to do Super Chill before that? Last night I held my thumb the whole evening in bed. I didn't believe it would work, but it did work."


Pippa's words show not only that the techniques are effective, but also that children are eager to use Super Chill, especially when facing potentially stressful situations. It's rewarding to see the positive impact we're having on children's lives. Through ongoing research, we're constantly refining Super Chill to be an effective, enjoyable tool for kids navigating the challenges of growing up.



Planning for success - The Super Chill Event

We believe in solid business strategies, and for Super Chill, that means teaming up with the right partners. We've set our sights high: we want to reach 10 million kids in Europe in just three years. To make this happen, we're working with great organizations like Brabant Sport and the KNLTB.


A perfect example of this teamwork was our recent project at the Libéma Open in Rosmalen. Supported by BrabantSport, this pilot with the KNLTB aimed to boost the mental resilience of young tennis players. We brought together over a hundred young tennis players and their families, showcasing how important it is to be mentally tough, both in sports and in life.


The event featured a dynamic mix of activities. Top athletes like Tallon Griekspoor and Arantxa Rus led engaging tennis sessions, while our Super Chill team guided the breathing exercises and interactive mindfulness activities. These tennis stars also participated in the Super Chill exercises alongside the kids, demonstrating the importance of mental training. The alternating format of tennis drills and mental resilience exercises kept the children engaged and excited. They loved seeing their sports heroes practicing these techniques too, which really drove home how crucial these skills are in today's competitive world. Reflecting on his own journey with mental training, Griekspoor shared:


"I'm clearer in my head now, which helps me stay true to myself and stick to the agreed plan more easily. Now I know: the better your mental resilience, the greater your chances of winning."


This personal insight from a top player reinforced the value of the mental training exercises for the young tennis players.



The media loved what we were doing too. Big newspapers like Volkskrant and local news outlets like Omroep Brabant covered the event extensively. Volkskrant ran a story saying that having a mental coach should be as normal as having a physiotherapist. Omroep Brabant talked about how kids at our event learned to stay cool under pressure. One young player even said, "I really calmed down" after trying our techniques.


Geert Pelsma, Director of Stichting Super Chill, explained the broader need for these initiatives. With many kids feeling stressed, Super Chill's approach is timely and essential. The app's interactive exercises, which kids can do alone or with adults, help them feel empowered and resilient.



All this attention in the press shows we're on the right track. It's helping spread the word about how important mental health is, especially for young kids. It's clear that what we're doing with Super Chill is really needed, and our partnerships are helping us make a real difference in children's lives.


Measuring impact

At Super Chill, we're committed to making a real difference in children's lives. To ensure we're on the right track, we've partnered with researchers from the University of Amsterdam (UvA) to measure our impact scientifically.


Under the guidance of Levi van Dam, professor of Resilient Upbringing at UvA and a Super Chill board member, we're constantly evaluating the effectiveness of our exercises. We track various key performance indicators (KPIs), including user engagement, app downloads, and detailed feedback from caregivers and educators. This ongoing research helps us refine our approach and validate our methods.


Early results are promising, with caregivers reporting positive changes in children's ability to manage stress and emotions. This academic backing not only guides our improvements but also lends credibility to our mission of supporting children's mental well-being on a large scale.


As we work towards our goal of reaching 10 million children in Europe, this rigorous, research-based approach ensures that we're not just growing in numbers, but truly making a positive impact on each child's life.


Looking ahead

The success of the Super Chill app is just the beginning. With plans to reach 10 million children in the coming three years, we can’t wait to see the next playful generation arise. As we continue to work on the execution of our Brand Business Plan, we’re excited to see Super Chill grow and help more kids discover their mental superpowers.


In conclusion, the NOA IMPACT framework has been key to Super Chill’s success. By focusing on identity, market analysis, product fit, audience engagement, business planning, and measuring impact, Super Chill continues to make a big difference. This case shows how a well-made Brand Business Plan can achieve business success and do good in the world.






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