Institute of Business Management
SDG (GOOD HEALTH AND WELL BEING)
PROPOSAL
GROUP MEMBERS:
Students Name’s: Student ID’s:
SYEDAH YUSRA 20221-31798
FAJR KHAWAR 20221-31887
ARZOO ANEES 20221-31784
NAIMA RUBAB 20221-35168
ABDUL REHMAN 20221-33056
INSTRUCTOR NAME: SIR ADNAN BASHIR
COURSE: MBR
Tuesday, December 3, 2024
Table of Contents
INTRODUCTION: ...................................................................................................................................... 4
LITERATURE REVIEW: ........................................................................................................................... 4
Stress and Its Impact on Mental Health ....................................................................................................... 4
Digital Solutions for Stress Management .................................................................................................... 4
Role of Social Interactions and Community ................................................................................................ 4
Stress Relief Through Retail and Tools ....................................................................................................... 4
Educational Interventions ............................................................................................................................ 5
2. Conceptual Framework ......................................................................................................................... 5
Key Variables .............................................................................................................................................. 5
Independent Variables: ................................................................................................................................ 5
Mediating Variables:.................................................................................................................................... 5
Dependent Variables: ................................................................................................................................... 5
Conceptual Model ........................................................................................................................................ 5
3. Supporting Theory ................................................................................................................................. 5
Self-Determination Theory (SDT) ............................................................................................................... 5
Cognitive Behavioral Theory (CBT) ........................................................................................................... 6
Theory of Planned Behavior (TPB) ............................................................................................................. 6
4. Hypotheses .............................................................................................................................................. 6
Methodology: ............................................................................................................................................... 7
Participants Involved: .................................................................................................................................. 7
Characteristics and Approaches: .................................................................................................................. 7
TARGET AUDIENCE: ............................................................................................................................... 7
Platforms: ..................................................................................................................................................... 8
Development Timeline: ............................................................................................................................... 8
Planning phase: ............................................................................................................................................ 8
Designing Phase:.......................................................................................................................................... 8
Testing Phase: .............................................................................................................................................. 8
Launch phase: .............................................................................................................................................. 8
ESTIMATED BUDGET .............................................................................................................................. 9
COSTING: ................................................................................................................................................... 9
Conclusion and outcome:............................................................................................................................. 9
1. Awareness about the importance of mental wellness: .............................................................. 9
2. A positive change: ..................................................................................................................... 9
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3. Social collaboration: ................................................................................................................. 9
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INTRODUCTION:
The Sustainable Development Goal (SDG) 3 focuses on ensuring good health and well-being for
all at all ages. Despite progress, several challenges persist globally. Mental health services are
often inaccessible, and stigma prevents many individuals from seeking help. Suicide remains a
leading cause of death among young people. Moreover, relying completely on antibiotics and other
antimicrobials has led to a global rise in resistant infections, complicating disease management.
The rise in NCDs like heart disease, mental disorders, diabetes, and cancer is a major issue, driven
by unhealthy diets, lack of physical activity, and unbearable stress. Many low- and middle-income
countries lack sufficient healthcare infrastructure, leaving millions without access to essential
services. Efforts to address these challenges require collaborative action.
The problems linked to SDG 3 have persisted for decades, while substantial progress has been
made. Achieving universal good health and well-being will require sustained, long-term global
efforts. Many of these issues are likely to persist beyond 2030 if current trends and barriers are not
adequately addressed.
LITERATURE REVIEW:
Stress and Its Impact on Mental Health
• Stress is a major contributor to mental health disorders such as anxiety, depression, and
burnout. It affects productivity and overall well-being.
• Studies show that effective stress management leads to improved emotional resilience,
better physical health, and enhanced quality of life.
Digital Solutions for Stress Management
• Research demonstrates that stress management apps, particularly those incorporating
gamification, significantly improve user engagement and reduce stress.
• Apps providing access to mental health professionals (e.g., therapy sessions) have shown
promising results in mitigating the psychological effects of stress.
Role of Social Interactions and Community
• Group chats and monthly meet-ups create a sense of belonging and peer support,
reducing feelings of isolation, which is a known stressor.
• Studies on group-based interventions highlight their effectiveness in improving mental
health through shared experiences and mutual encouragement.
Stress Relief Through Retail and Tools
• The concept of retail therapy and providing a shopping window for items like candles,
yoga mats, or other stress-relief tools helps create a calming environment conducive to
relaxation.
• Research on aromatherapy and mindfulness tools like yoga mats emphasizes their role in
promoting mental well-being.
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Educational Interventions
• Workshops and training sessions focusing on stress-relief techniques (e.g., yoga,
breathing exercises, progressive muscle relaxation) have been shown to equip individuals
with lifelong coping strategies.
• Behavioral studies highlight the importance of skill-based learning in enhancing
individuals' ability to manage stress.
2. Conceptual Framework
Key Variables
Independent Variables:
o Therapy Features: Counseling appointments with therapists.
o Retail Features: Shopping window for stress-relief items.
o Gamification: Stress-relief games.
o Social Support Features: Group chats and monthly meet-ups.
o Educational Features: Stress-relief training workshops.
Mediating Variables:
o User engagement with the app.
o Frequency of participation in activities (e.g., meet-ups, workshops).
Dependent Variables:
o Reduction in stress levels.
o Improvement in mental health indicators (e.g., self-reported well-being, anxiety
reduction).
Conceptual Model
The model will show:
• App Features → User Engagement → Stress Reduction.
• App Features → Perceived Social Support → Improved Mental Health.
3. Supporting Theory
Self-Determination Theory (SDT)
• Explanation: SDT emphasizes that well-being is enhanced when three basic psychological
needs—autonomy, competence, and relatedness—are fulfilled.
• Application:
o Autonomy: Users have control over which features to use, like booking counselling
appointments or choosing games.
o Competence: Educational workshops and gamified elements increase users'
confidence in managing their stress.
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o Relatedness: Group chats, meet-ups, and therapy sessions foster social
connections.
Cognitive Behavioral Theory (CBT)
• Explanation: CBT focuses on identifying and changing negative thought patterns and
behaviours.
• Application:
o Counseling appointments use CBT techniques to address stress-inducing thoughts.
o Games and workshops incorporate CBT principles to teach relaxation strategies and
coping mechanisms.
Theory of Planned Behavior (TPB)
• Explanation: TPB posits that attitudes, subjective norms, and perceived behavioural
control predict behavioural intentions.
• Application:
o Positive attitudes toward app features increase usage.
o Group chats and meet-ups create a norm of shared mental health support.
o The app design ensures ease of use, increasing perceived control.
4. Hypotheses
• H1: Gamification features in the stress management app will significantly reduce stress
levels among users.
• H2: Counseling appointments through the app will significantly improve mental health
outcomes.
• H3: Access to a shopping window for stress-relief tools will positively impact users'
relaxation levels.
• H4: Participation in group chats will enhance users' perceived social support and reduce
stress.
• H5: Monthly meet-ups for group chats will lead to increased social bonding and better
mental health.
• H6: Training workshops will significantly improve users' ability to manage stress through
learned techniques.
• H7: User engagement will mediate the relationship between app features (games, therapy,
shopping, social interactions, workshops) and stress reduction.
• H8: The combined use of therapy, social, and educational features will have a greater
impact on stress reduction than any single feature alone.
IDEA: To overcome the problems and challenges discussed in the introduction part we have
come up with the idea of creating an app. To help individuals avoid getting involved in severe
physical and mental health issues. The features that would be inculcated in the app will act as
medicine for our youths going through such traumas.
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Methodology:
Participants Involved:
Creating our application is a collaborative effort that brings together passionate and skilled
individuals. Our UX/UI designers focus on building an experience that is not only visually
engaging but also easy to navigate, ensuring that every user feels comfortable and supported.
Meanwhile, our mobile developers work tirelessly to bring the app to life, ensuring it functions
seamlessly on both iOS and Android platforms. Equally important are our users, who play a key
role in shaping the evolution of the app. Beta testers provide invaluable feedback during
development, helping us refine features and fix potential issues. The broader user community
actively engages with the app, sharing insights and ideas that inspire us to keep improving.
Additionally, we partner with an amazing network of organizations—health and fitness companies,
mental health advocates, wellness centres, and tech firms specializing in wearable devices. These
partnerships enrich the app, making it more holistic and impactful for everyone. Together, this
diverse team ensures that the app continues to grow, adapt, and succeed in supporting mental well-
being.
Characteristics and Approaches:
The app is created with multiple features focused on enhancing mental health and fostering
community ties. Users can arrange personal appointments with licensed therapists, allowing them
to receive professional mental health assistance.
Furthermore, a shopping window is available that showcases a carefully curated range of self-care
and relaxation products, including journals, colouring books, scented candles, bath items, essential
oils, stress-relief balls, herbal teas, and therapy lamps, frequently obtained from local businesses
to bolster community support. The app also includes entertaining games that contribute to stress
relief and fun. Users can engage in lively group discussions with like-minded people to share their
stories and offer mutual support, along with monthly meet-ups that turn these online relationships
into real-world connections. Furthermore, training workshops are available, focusing on
techniques to manage stress and improve mental health. Our marketing plan features social media
initiatives, collaborations with influencers, content marketing, enhancing our app store visibility,
and developing referral programs. Revenue generation is achieved through a subscription model,
in-app purchases, advertisements, collaborations with wellness brands, and leveraging data
analytics.
TARGET AUDIENCE:
Our target audience includes individuals aged 1845 who are navigating life’s many challenges
while striving for balance and well-being. These are students juggling academics and part-time
jobs, professionals managing demanding careers, parents balancing family responsibilities, or
people simply dealing with the fast pace of modern life. Many feel the weight of stress and anxiety
and are looking for practical ways to take better care of themselves and protect their mental health.
They understand the importance of self-care and are eager to explore options that help them lead
more peaceful, fulfilled lives. These individuals want solutions that feel approachable and
empowering—like tips for managing stress, simple mindfulness techniques, or resources for
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building emotional resilience. They’re tech-savvy and often turn to apps, blogs, or social media
for guidance and community. By speaking to their shared desire for balance and growth, we can
create a genuine connection, offering them tools and inspiration to embrace a healthier, happier
version of themselves.
Platforms:
• iOS methodology
• 3 Android
• Web app
Development Timeline:
Planning phase:
The first and most important step is to truly understand the people we want to help—those facing
anxiety, stress, or depression. These challenges can feel overwhelming, and we want to create
something meaningful for them. By talking to potential users through surveys or interviews, we
can uncover what they need most. Looking at other apps can also help us see what's missing, so
we can build something that fills those gaps and offers genuine value.
Designing Phase:
The design process is all about making sure the app feels like a safe and welcoming space.
Prototypes help us imagine how everything will work, and we test these ideas with real people to
make sure the experience is smooth. Their feedback guides us in creating a design that’s not only
easy to navigate but also uses soothing colours and features that make it accessible for everyone.
Once the design is finalized, the technical team brings it to life. Features like community forums
for support and secure spaces for journaling are carefully developed. We also integrate AI to give
users tailored recommendations that meet their unique needs. Throughout this process, we make
sure personal data is kept safe and private—because trust is everything.
Testing Phase:
Before launching, we test, test, and test again. This helps us find and fix any glitches while making
sure the app truly serves its purpose. We even get feedback from potential users during this phase
to ensure it's something they’ll love and find helpful.
Launch phase:
Finally, we launch the app on platforms like iOS and Android, ready to make an impact. To
connect with our audience, we use social media, collaborate with mental health organizations, and
even partner with influencers and experts in the wellness space. Our goal is to reach as many
people as possible who could benefit from what we’ve created.
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ESTIMATED BUDGET
COSTING:
Our app is not a simple one, it will take up to around 400,000 PKR to develop with simple designs,
features and services involved like training workshops, therapy sessions, games and a shopping
window. It will include the UI/UX design costs and the ongoing maintenance as well. We will hire
a good freelancer for it as per hour the cost will cost us less than any agency. Secondly, our
marketing campaigns at initial will be cost-free as they will be done by us only through social
media platforms such as Instagram and Facebook. Instagram reels are highly effective, and the
algorithm works well if we know how to use it and increase engagement. Plus, many individuals
are now active on such social media platforms hence it will highly target our audience. We will
further towards open campaigns at universities, colleges and offices to get many customers our
attention and aware about the importance of mental wellbeing and how our app will assist them in
this. This will take around 30,000 to 100.000 PKR for a month-long push. Other costs will include
web hosting and backend services of $5 to $30 (monthly), which will be monthly depending on
usage. Play Store will take the one-time fee for it which is around $25 and Apple App Store will
take a yearly charge of $99. The delivery charges for the product delivery from our app shopping
window will be charged upon the customers and will depend on the area and distance but the
minimum will be 150 PKR. Other things like group meetups will be from the working capital that
we will have. The small business owners that we will take on board with us will charge their prices
on their products.
Conclusion and outcome:
The best outcome will be that we will be able to reach our SDG goal or at least work towards it a
bit and embrace the efforts.
1. Awareness about the importance of mental wellness:
This app will help us to eradicate the myths, and the stigma attached to it among the people. Mental
health is perceived as something unnecessary and as an “excuse” for being lazy. Those with stress
problems will be understood better and helped by their family members and peers. Offices will
ensure that their employees are not facing any work-life imbalance issues.
2. A positive change:
After years of good usage of this app, a positive behaviour change shift will be observed in people.
Their mood swings and anger issues induced by stress will be improved and the games will act as
a better coping mechanism than drugs.
3. Social collaboration:
With the help of group chats, monthly meetups and workshops people will feel a sense of
belonging, as there will be discussions on different coping mechanisms and users will share their
experiences. Additionally, connecting with people of different cultural and racial backgrounds will
increase the overall comfort and positivity among users. This app will overall help individuals
achieve a better way to improve their mental well-being, as the mind needs care just as any other
organ in our body. The success will, however, depend on its continuously improved quality and
the user itself. The serious mental illness, however, needs proper clinical help and medications,
which this app will not provide.
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