The Secret Power of the New Generation

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.

In 2024, dairy brand Olympus embarked on a long-term mission to address the struggles of today’s children with bullying. After a successful launch of their “Strength for the new generation” campaign, which reached and engaged thousands of students in 150 schools through educational materials, they realized the significant demand for interactive tools to contribute to a positive change.

So, in 2025 Olympus set a focus on making a consistent behavioral impact by tackling the root of the issue – lack of understanding emotions and inability to express them in a healthy way. Under the guidance of children’s psychologists, the brand created an innovative instrument to educate students on emotional intelligence – the board game “The secret power of the new generation”.

Our campaign sparked a nationwide conversation, inspiring and engaging 100 000+ kids in 260+ schools, speaking to them in a relatable manner with their celebrity idols and specially designed game characters, while also providing parents and teachers with the tools to foster positive change. The message resonated far beyond the classroom – earning national TV coverage and pro bono support with numerous media and KOL publications.

Here’s how we created a game that sparked a much needed conversation, led by reliable voices – online and offline!