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Brazil’s largest telco, Vivo, has teamed up with Africa Inventive on a brand new marketing campaign tackling right this moment’s most pressing cultural points: our poisonous attachment to smartphones. Set to Olivia Rodrigo’s “jealousy, jealousy,” the emotionally charged spot reframes display dependancy as a dangerous relationship, drawing on stats that present practically half of Brazilian youth say social media is hurting their psychological well being.
Vivo and Africa Inventive Launch “Poisonous Relationship” Marketing campaign on Smartphone Habit
The “Poisonous Relationship” marketing campaign makes use of Olivia Rodrigo’s 2021 hit track “jealousy, jealousy” to attract consideration to the psychological influence of extreme display time, notably amongst youthful generations.
The marketing campaign responds to alarming statistics from the 2024 Psychological Well being Panorama, carried out by Instituto Cactus and AtlasIntel, which discovered that 40% of respondents report that likes and feedback on social media considerably have an effect on their shallowness, a dependence on exterior validation, particularly prevalent amongst teenagers and younger adults. The identical examine reveals that 45% of Brazilians aged 15 to 29 really feel that intense social media use negatively impacts their psychological well being, contributing to elevated anxiousness and melancholy.
Brazil at the moment leads Latin America in anxiousness and melancholy circumstances, with the World Well being Organisation reporting that 5.8% of the nation’s inhabitants—roughly 11.7 million folks—endure from melancholy. Moreover, analysis from VTrends, Vivo’s insights hub, reveals that 51% of individuals lose monitor of time whereas utilizing cellular units.
“As know-how takes up increasingly house in our lives, we have to discover more healthy, extra balanced methods to have interaction with our cell telephones,” says Marina Daineze, Model and Communications Director at Vivo. “It is a international and intergenerational concern, and as each an trade chief and a human-centred model, we imagine it’s important to foster this dialogue.”
“jealousy, jealousy” by Olivia Rodrigo Conjures up Vivo Marketing campaign
The marketing campaign’s centrepiece is a movie titled “Poisonous Relationship,” which portrays a younger lady so absorbed in her smartphone that she fails to note how the digital world is consuming her life.
The usage of Rodrigo’s “jealousy, jealousy” was chosen particularly for its lyrics about social media’s potential downsides in exacerbating emotional trauma in addition to for the pop star’s robust reference to Era Z. Taken collectively, the imagery and soundtrack function a strong metaphor for the unhealthy attachments many have developed with their units.
Vivo’s Dedication to Acutely aware Expertise Utilization
Mariana Sá, Co-Chief Inventive Officer at Africa Inventive, emphasised the challenges posed by fast technological developments. These developments have left varied teams, together with dad and mom, educators, regulators, teachers, and younger folks, struggling to grasp the results of a hyperconnected tradition. Sá highlighted the significance of manufacturers actively addressing these points by fostering discussions round know-how and shallowness. She said that the marketing campaign goals to advertise reflection and encourage extra accountable selections whereas strategically positioning Vivo as a number one advocate for the acutely aware use of know-how.
This initiative is a part of Vivo’s ongoing dedication to encouraging balanced know-how use. The telecommunications large has persistently taken a proactive stance on digital well-being, recognising its accountability as an trade chief to advertise more healthy relationships with know-how.
The “Poisonous Relationship” marketing campaign invitations customers to set boundaries with their smartphones and develop extra conscious digital habits. Vivo goals to spark significant conversations about know-how’s function in our lives and encourage customers to take management of their display time by way of this initiative.
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