Vivo Launches Campaign Addressing Smart Phone Addiction

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Vivo Launches Campaign Addressing Smart Phone Addiction

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 As concerns about technology’s impact on mental health continue to grow globally, Vivo, Brazil’s leading telecommunications company, has partnered with Brazilian advertising agency Africa Creative to launch a campaign addressing smartphone addiction. 

 
The “Toxic Relationship” campaign uses Olivia Rodrigo's 2021 hit song “jealousy, jealousy” to draw attention to the psychological impact of excessive screen time, particularly among younger generations.  

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Anchoring the campaign is a film that portrays a young woman so absorbed in her smartphone that she fails to notice how the digital world is consuming her life. 
 
The use of Rodrigo’s “jealousy, jealousy” was chosen specifically for its lyrics about social media’s potential downsides in exacerbating emotional trauma as well as for the pop star’s connection with Generation Z.  According to the agency, the film serves as a metaphor for the unhealthy attachments many have developed with their devices.  

The campaign invites consumers to set boundaries with their smartphones and develop more mindful digital habits. Through this initiative, Vivo aims to spark conversations about technology's role in our lives and encourage users to take control of their screen time. 
 
The effort is underpinned by 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. The study also found that 45% of Brazilians aged 15 to 29 feel intense social media use negatively impacts their mental health, contributing to increased anxiety and depression. 
 
Brazil currently leads Latin America in anxiety and depression cases, with the World Health Organization reporting that 5.8% of the country's population—approximately 11.7 million people—suffer from depression.   

And research from Vivo research unit VTrends shows that 51% of people lose track of time while using mobile devices.  

“Rapid tech advances have left everyone — parents, educators, regulators, academics, and young people in particular — scrambling to fully understand the implications of our hyperconnected culture,” says Mariana Sá, Co-CCO at Africa Creative. “We believe brands must be part of the solution by elevating the dialogue around tech and self-esteem. 

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April 15, 2025 at 03:34PM