This series is game-changing because it helps usher in a new era of wellness and how it is explored in the media
MIAMI (PRWEB) November 01, 2022
The Global Wellness Institute (GWI), the leading research and educational resource for the $4.4 trillion global wellness industry, today announced the global launch of “In Pursuit of Wellness: The Art & Science of Living Well”, a new digital series produced by BBC StoryWorks, the commercial content division of BBC Studios, for the GWI.
Wellness is often narrowly perceived, marketed, and covered in the media as something costly and exclusive. This fascinating series of films and stories takes a dramatically different, more expansive approach to the multi-faceted wellness movement. It asks what true wellness is, exploring a range of ancient traditions and modern innovations, and the science underpinning them. The series takes us on a journey around the world to meet the pioneers pushing the boundaries of wellness in more accessible and achievable directions, and the inspirational individuals and groups that are taking care of themselves in both ancient and cutting-edge ways. The films explore a traditional tea ceremony in South Korea, office buildings working hard to support our wellbeing, and how answers to some of the questions about life on Earth can be found in outer space. The series also shines a light on wellness practices at work all around us, and how the very act of being human–moving, laughing, breathing, celebrating, giving, and appreciating–can transform our health and wellbeing.
Over the last year, the Global Wellness Institute’s research and executive team has worked closely with BBC StoryWorks’ producers on the series, helping to ground it in research and evidence. The non-profit GWI tapped its global network of wellness leaders by issuing a “Call for Stories” in 2021, and worked with BBC StoryWorks to identify individuals and organizations taking a creative and inclusive approach to wellness. The series is expected to reach tens of millions of people globally and generate 80 million impressions on BBC.com during the 12-month digital campaign, vastly expanding the GWI’s community and mission of “empowering wellness worldwide.”
The series premiered today at the Global Wellness Summit being held in Tel Aviv, where Simon Shelley, vice president, and Vlada Tusco, senior partnerships manager, at BBC StoryWorks, unveiled new films. One revealing how music can tap into brain regions that help neurodiverse children express themselves in new ways and another exploring how young Kenyans are finding new appreciation for the benefits of traditional healing plants.
The series spans 16 films and six articles, all of which fit into four themes: Body, Mind, Culture and Design. The first article highlights how the Global Wellness Institute and its research team defined wellness and has long produced the authoritative industry research measuring the size, scope of, and emerging trends in, the global wellness economy.
“It’s a true honour to be the official presenters of this ground-breaking new series and to have worked with the brilliant minds, producers, and writers at BBC StoryWorks over the last year,” said Nancy Davis, GWI chief creative officer and executive director. “This series is game-changing because it helps usher in a new era of wellness and how it is explored in the media: A wellness era that is more authentic, inclusive and joyful; more rigorous and science-based; and one that celebrates the pioneers in–and cultures of–wellness that are making a real impact on real people. It is also pivotal for the GWI, as the power of BBC’s global platform and audience will exponentially broaden our reach and community.”
“Looking after ourselves and each other is fundamental, and yet it can often be forgotten about or misinterpreted,” said Simon Shelley, vice president of BBC Programme Partnerships – part of BBC StoryWorks. “We hope that defining wellness through the lens of people across the globe, who are keeping well and striving to function at their best with traditional and modern rituals, inspires viewers at whatever stage of a wellness journey that they are on. It’s been a privilege to work with the Global Wellness Institute.”
Join the conversation on social media via the #InPursuitOfWellness hashtag.
About the Global Wellness Institute: The Global Wellness Institute (GWI), a non-profit 501(c)(3), is considered the leading global research and educational resource for the global wellness industry and is known for introducing major industry initiatives and regional events that bring together leaders to chart the future. GWI positively impacts global health and wellness by educating public institutions, businesses and individuals on how they can work to prevent disease, reduce stress and enhance the overall quality of life. Its mission is to empower wellness worldwide.