Concerns about technology’s impact on mental health continue to grow globally. Telco advertising worldwide continues to promise more data for less to attract people. Meanwhile Vivo, Brazil’s leading telecommunications company, has joined a group of internet providers addressing screen addiction, partnering with Africa Creative to launch a thought-provoking campaign. And Africa Creative has drawn on uses Olivia Rodrigo’s 2021 hit song, jealousy, jealousy, to give the campaign full impact.
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 strong connection with Generation Z. Taken together, the imagery and soundtrack serves as a powerful metaphor for the unhealthy attachments many have developed with their devices.
The Toxic Relationship campaign draws attention to the psychological impact of excessive screen time, particularly among younger generations. It responds to 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 – a dependence on external validation especially prevalent among teens and young adults. The same study revealed 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. Additionally, research from VTrends, Vivo’s insights hub, shows that 51% of people lose track of time while using mobile devices.
“As technology takes up more and more space in our lives, we need to find healthier, more balanced ways to engage with our cell phones,” stated Marina Daineze, brand and communications director at Vivo. “This is a global and intergenerational issue, and as both an industry leader and a human-centered brand, we believe it’s essential to foster this dialogue.”
“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,” added 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. This campaign’s aim is to spark reflection and encourage more responsible choices. Our work also represents a strategic step in positioning Vivo as an active voice in promoting the conscious use of technology.”
The initiative is part of Vivo’s ongoing commitment to encouraging balanced technology use, inviting people to set boundaries with their smartphones and develop more mindful digital habits and aiming to start meaningful conversations about technology’s role in our lives and encourage users to take control of their screen time.
