Vivo’s *Toxic Relationship* campaign confronts smartphone addiction with Olivia Rodrigo’s music
Brazil’s largest telecoms provider, Vivo, has launched a campaign to tackle smartphone addiction. Titled Toxic Relationship, the initiative highlights the growing concerns around excessive screen time and its effects on mental health awareness. The campaign features a short film and a soundtrack by pop star Olivia Rodrigo to resonate with younger audiences.
The centrepiece of the project is a film depicting a young woman consumed by her smartphone. Her behaviour mirrors the struggles many face with digital overuse. The campaign’s soundtrack, jealousy, jealousy by Olivia Rodrigo, was chosen for its lyrics about social media’s darker side and the artist’s strong connection with Generation Z.
Research underpins the campaign’s urgency. A 2024 Mental Health Panorama study found that 40% of respondents said likes and comments on social media heavily influenced their self-esteem. Meanwhile, data from Vivo’s insights hub, VTrends, revealed that 51% of people frequently lose track of time while using mobile devices. Another study showed that 45% of Brazilians aged 15 to 29 believe intense social media use harms their mental health. Brazil already faces significant mental health challenges, leading Latin America in anxiety and depression cases. Around 11.7 million people in the country suffer from depression. Vivo partnered with the advertising agency Afrika to create a campaign that encourages reflection on technology habits. The goal is to promote healthier, more balanced interactions with smartphones and health equity in digital usage.
The Toxic Relationship campaign aims to start conversations about technology’s role in daily life. By using music, film, and research, Vivo hopes to inspire users to reassess their screen time. The initiative also provides tools and resources to help people regain control over their digital habits and social security in their technology use.
Read also:
- Executive from significant German automobile corporation advocates for a truthful assessment of transition toward electric vehicles
- United Kingdom Christians Voice Opposition to Assisted Dying Legislation
- Democrats are subtly dismantling the Affordable Care Act. Here's the breakdown
- Financial Aid Initiatives for Ukraine Through ERA Loans
