{"id":189612,"date":"2025-04-17T21:04:48","date_gmt":"2025-04-17T21:04:48","guid":{"rendered":"https:\/\/peraltafinancing.com\/advertising\/vivo-tackles-smartphone-addiction-with-creative-campaign\/"},"modified":"2025-04-17T21:04:48","modified_gmt":"2025-04-17T21:04:48","slug":"vivo-tackles-smartphone-addiction-with-creative-campaign","status":"publish","type":"post","link":"https:\/\/fivemor.com\/?p=189612","title":{"rendered":"Vivo Tackles Smartphone Addiction with Creative Campaign"},"content":{"rendered":"


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Brazil\u2019s largest telco, Vivo<\/a><\/strong>, has teamed up with Africa Creative on a new campaign tackling today\u2019s most urgent cultural issues: our toxic attachment to smartphones. Set to Olivia Rodrigo\u2019s \u201cjealousy, jealousy,\u201d the emotionally charged spot reframes screen addiction as a harmful relationship, drawing on stats that show nearly half of Brazilian youth say social media is hurting their mental health.<\/p>\n

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Image source Vivo<\/figcaption><\/figure>\n

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Vivo and Africa Creative Launch \u201cToxic Relationship\u201d Campaign on Smartphone Addiction<\/strong><\/h2>\n

The \u201cToxic Relationship\u201d campaign uses Olivia Rodrigo\u2019s 2021 hit song \u201cjealousy, jealousy\u201d to draw attention to the psychological impact of excessive screen time, particularly among younger generations.<\/p>\n

The campaign responds to alarming statistics from the 2024 Mental Health Panorama, conducted by Instituto Cactus and AtlasIntel, which found that 40% of respondents report that likes and comments on social media significantly affect their self-esteem, a dependence on external validation, especially prevalent among teens and young adults. The same study reveals that 45% of Brazilians aged 15 to 29 feel that intense social media use negatively impacts their mental health, contributing to increased anxiety and depression.<\/p>\n

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Image source Vivo<\/figcaption><\/figure>\n

Brazil currently leads Latin America in anxiety and depression cases, with the World Health Organisation reporting that 5.8% of the country\u2019s population\u2014approximately 11.7 million people\u2014suffer from depression. Additionally, research from VTrends, Vivo\u2019s insights hub, shows that 51% of people lose track of time while using mobile devices.<\/p>\n

\u201cAs technology takes up more and more space in our lives, we need to find healthier, more balanced ways to engage with our cell phones,\u201d says Marina Daineze, Brand and Communications Director at Vivo. \u201cThis is a global and intergenerational issue, and as both an industry leader and a human-centred brand, we believe it\u2019s essential to foster this dialogue.\u201d<\/p>\n

\u201cjealousy, jealousy\u201d by Olivia Rodrigo Inspires Vivo Campaign<\/strong><\/h2>\n