São Paulo, Brazil — (April 14th, 2025) — As issues about know-how’s impression on psychological well being proceed to develop globally, Vivo, Brazil’s main telecommunications firm, has partnered with main Brazilian promoting company Africa Inventive to launch a thought-provoking marketing campaign addressing smartphone dependancy.
The “Poisonous Relationship” marketing campaign makes use of Olivia Rodrigo’s 2021 hit tune “jealousy, jealousy” to attract consideration to the psychological impression of extreme display screen time, notably amongst youthful generations.
The marketing campaign responds to alarming statistics from the 2024 Psychological Well being Panorama, performed 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 vanity—a dependence on exterior validation particularly prevalent amongst teenagers and younger adults. The identical research reveals that 45% of Brazilians aged 15 to 29 really feel intense social media use negatively impacts their psychological well being, contributing to elevated anxiousness and despair.
Brazil at the moment leads Latin America in anxiousness and despair circumstances, with the World Well being Group reporting that 5.8% of the nation’s inhabitants—roughly 11.7 million individuals—endure from despair. Moreover, analysis from VTrends, Vivo’s insights hub, exhibits that 51% of individuals lose observe of time whereas utilizing cellular gadgets.
“As know-how takes up increasingly more area 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 world and intergenerational problem, and as each an business chief and a human-centered model, we imagine it’s important to foster this dialogue.”
The centerpiece of the marketing campaign 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.
Using 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 sturdy reference to Technology Z. Taken collectively, the imagery and soundtrack serves as a robust metaphor for the unhealthy attachments many have developed with their gadgets.
“Fast tech advances have left everybody — dad and mom, educators, regulators, teachers, and younger individuals particularly — scrambling to completely perceive the implications of our hyperconnected tradition,” says Mariana Sá, Co-CCO at Africa Inventive. “We imagine manufacturers have to be a part of the answer by elevating the dialogue round tech and vanity. This marketing campaign’s purpose is to spark reflection and encourage extra accountable decisions. Our work additionally represents a strategic step in positioning Vivo as an energetic voice in selling the 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 constantly taken a proactive stance on digital wellbeing, recognizing its accountability as an business 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 aware digital habits. Via this initiative, Vivo goals to spark significant conversations about know-how’s function in our lives and encourage customers to take management of their display screen time.
Watch the marketing campaign video right here:
“É tempo de mudar seu tempo com o celular” (“It’s time to vary the way in which you spend time in your cellphone”)
About Vivo
Vivo is the business model of Telefônica Brasil, the main telecommunications firm within the nation, with over 116,1 million accesses (4Q24) and a goal to “Digitalize to Carry Nearer.” Vivo is a digital hub, facilitating its clients’ entry to companies in several areas akin to leisure, sports activities, digital safety, finance, well being, and schooling. It operates in fastened and cellular telecommunications companies all through the nationwide territory and provides a whole and convergent portfolio of merchandise for each B2C and B2B clients. Within the cellular section, Vivo has 102,3 million accesses and holds the biggest market share (41,3%) within the nation, in keeping with quarterly outcomes (4Q24).
Guided by fixed innovation and the prime quality of its companies, Vivo is on the middle of a digital transformation that enhances its clients’ autonomy, personalization, and real-time decisions, empowering them to take management of their digital lives with safety and reliability. Telefônica Brasil is a part of the Telefónica Group, one of many largest communication conglomerates on the planet. Recognizing its accountability to offer again to society the belief it receives in the usage of its companies, the corporate has the Telefônica Vivo Basis. With 25 years in Brazil, the Telefônica Vivo Basis is without doubt one of the foremost pillars of social accountability in Vivo’s ESG (Environmental, Social, and Governance) idea. With a concentrate on public schooling, it contributes to the digital improvement and inclusion of scholars and educators by way of initiatives that stimulate new alternatives for instructing and studying.
About Africa Inventive
Africa Inventive (www.africa.com.br) is without doubt one of the largest and most awarded promoting companies in Brazil and Latin America, accountable for profitable campaigns for among the nation’s most prestigious manufacturers. Africa was based in 2002 and is a part of Omnicom Group’s DDB Worldwide.
Media Inquiries:
Valerie Silverman Kerr
VSK Public Relations, LLC
val@vsk-publicrelations.com
914-806-6647
