Romania ranks 3rd place in EU for bullying in schools. In order to raise awareness on the subject - and explore the attitudes and the environment that helps bullying occur - Lidl Romania has used its own products to start a conversation.
On International Anti-Bullying Day, the most followed retailer in Romania on Facebook launched 'Soft Bullying is still Bullying' with World Vision Romania.
Created in partnership with Jazz Communication Bucharest, the idea aimed to draw attention to the fact that we use plenty of slang and 'soft' insults which we consider funny but, in fact, can support bullying and hurt just as easily.
The series includes food-inspired Romanian expressions such as 'You silly sausage,' 'You meat-head,' 'You pizza face,' and 'You couch potato.' The campaign has been backed by a number of vloggers - daily victims of these kind of messages, comments or reviews.
For the second part of the campaign, Lidl brought food-inspired compliments to the table such as 'You are such a sweetie-pie,' 'You are a sugar man,' and 'You are the apple of my eye.'
The 'Soft Bullying is Still Bullying' initiative has been and will be amplified by World Vision Romania through a series of actions in schools and high schools.