A social awareness campaign tackling digital violence among teenagers, a growing issue affecting over half of young people.
The idea stems from a key insight: cyberviolence is often invisible, coexisting with everyday life and going unnoticed, especially within families. The campaign portrays two parallel realities unfolding at once — ordinary domestic scenes and the hidden interactions happening on mobile screens. Through subtle, realistic moments, a quiet sense of unease reveals how violence can exist within seemingly normal environments.
The concept expands into outdoor and digital channels, driving audiences to a platform with tools to help families recognize and act on these situations.
Alongside the long-format film built around three perspectives, the campaign includes 20” executions that challenge the idea that it’s “just kids being kids”, reframing it as a serious issue that demands society’s attention.
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