Salvați
Copiii –
Ora de Net
Campaign

Salvați
Copiii –
Ora de Net
Campaign

In a hyperconnected world, where notifications and perfect posts dominate our screens, it’s easy to feel isolated and overwhelmed. Social media creates an illusion of perfection—a slice of life meticulously curated for likes and shares. But behind the filters and flawless appearances, struggles often remain hidden.

Salvați Copiii’s campaign, Poveștile perfecte nu au filtre! (Perfect Stories Have No Filters!), shines a light on this reality, reminding teenagers that they’re not alone. The campaign invites adolescents to seek support through the Ora de Net counseling service when the pressure of social media becomes too much to bear.

CLIENT

Salvați Copiii

BRAND

Ora de Net

YEAR

2024

Brief

Our challenge was to create a campaign that promoted the Ora de Net counseling line by encouraging teenagers to reach out proactively. The goal was to position the counseling line as a supportive and accessible resource for adolescents struggling with the pressures of social media.

Insight

Teenagers today face the constant pressure of social media, where curated content dominates their feeds and presents an idealized version of life. This leads to feelings of self-doubt, and anxiety. The campaign aimed to address these pressures by highlighting the gap between the perfect online personas and the hidden struggles that many adolescents face, offering them an opportunity to seek support without judgment.

The GOOD Solution

We developed a powerful approach with two key components:

VIDEO PRODUCTION:

A storytelling-driven video was created to depict two relatable scenarios. The video captured the contrast between idealized social media personas and the unfiltered realities of everyday life.

Scenario 1: A boy appears popular on social media, surrounded by friends, laughing, and having a good time. However, he feels isolated and marginalized by the same group. The video highlights the contrast between his online persona and his true feelings.

Scenario 2: A girl presents a happy persona on social media, sharing videos where she looks confident and radiant. In real life, however, she struggles with sadness and self-esteem issues, far from the image she projects.
The video ends on a hopeful note: the protagonist shares the Ora de Net counseling platform with the characters from the reels, fostering a sense of community and support.

SOCIAL MEDIA PLAN

To amplify the campaign’s message, a series of posts and stories were created for Facebook and Instagram. The content focused on:

• Information about digital hygiene, online security, fake news, and cyberbullying.
• Encouraging messages that promote self-reflection and seeking help.
• Clear calls to action, directing followers to oradenet.ro for support and guidance.

TEAMS

Account Management

Delia Mărgărit – Managing Partner
Magda Topolică – Account Director
Alexandra Stanciu – Senior Account Executive
Mona Barbu – Social Media Specialist