“Strength of the New Generation”

Client: Olympus

In Bulgaria, school violence is a pressing issue—over 80% of schools have reported incidents of violence against children, with an alarming 30 cases of bullying occurring daily.

Despite the striking reality, brands don’t address the struggles of today’s children with bullying. Influencers also consider it a sensitive topic and rarely use their platforms to communicate social causes – especially pro bono. Instead of empowering children to stand up against aggression, the narrative tends to dwell on the negativity. Olympus, however, has long been a trusted ally for parents and children. With declining sales, the brand saw an opportunity to deepen this connection and reinforce its belief: milk helps build strong, resilient children who stand up against injustice and aggression.

Our campaign sparked a nationwide movement through 3 strategic phases, inspiring and engaging around 70 000 kids in more than 150 schools, speaking to them in a relatable language through their own celebrity idols, while also providing parents and teachers with educational tools to foster positive change. The message resonated far beyond the classroom—earning overwhelming national TV coverage, sparking exceptional pro bono support with hundreds of media and influencer publications. Culminating in an impressive total AVE of 300k EUR.

Here’s how we created a movement that not only reversed Olympus’ sales trend but also sparked a much needed conversation, led by reliable voices – online and offline!