“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. And when NGOs do it, the focus is often on the problem, not the solution. Instead of empowering children to stand up against it, the narrative tends to dwell on the negativity. Olympus Milk, 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. The “Stength for the New Generation” campaign took this idea further, showcasing children with a strong “backbone”—those who stand up against injustice and aggression.

Over the year, through 3 strategic phases, the campaign sparked a nationwide movement, reaching and engaging around 70 000 kids in more than 150 schools, inspiring them to stand up against bullying, while providing parents and teachers with educational tools to foster positive change. The message resonated far beyond the classroom—earning overwhelming national TV coverage, sparking 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 positioned it as a symbol of a stronger, kinder next generation!