On average, 30 incidents of bullying at school occur per day. To counter these alarming statistics and promote a safe, non-aggressive educational environment, Olympus launched the “Strength for the New Generation” campaign in partnership with a psychologist and with the participation of Isabel Ovcharova and Dara Ekimova
More than 80% of all schools in Bulgaria reported at least one incident of child abuse, according to data from 2017. this way. Average 30 acts of school bullying happen a dayand most of them are related to physical and verbal aggression. At the same time, online bullying has increased significantly in recent years, accounting for 38% of all incidents of school violence.
Realizing that today more than ever we need to create a safe and inspiring learning environment for Bulgarian children, soon after the start of the new school year, Olympus launched the campaign “Strength for the new generation: against school aggression”. The initiative is in partnership with schools in the country and aims to reach children and parents in an understandable and accessible way, introducing them to the key aspects of bullying at school – how to recognize it, how to fight it and how to seek help .
Specially within the campaign, a series of informative videos were created with the participation of some of the most influential Bulgarian influencers in the school environment – Isabel Ovcharova and Dara Ekimova. Sending messages like “Say STOP to the hate!” and “It makes sense to state a position and stand up for yourself!”, the videos were developed together with child psychologist Milena Manova and are tailored to the interests and vocabulary of children, so that they can get to know the topic on a deeper level. Educational materials against school violence and aggression will be distributed directly to schools – where they most need to be heard. Over 150 schools are taking part to help spread the campaign’s messages and promote an aggression-free learning environment.
In addition to the educational videos, “Strength for the New Generation” reaches students in the country’s schools through special stickers related to the topic of bullying, kindness and friendship. Invoking the language of teenagers, the unifying stickers call for “Love each other”, “Zero bullying”, “One for all, all for one” and “If you offend, envy”.
This, together with the recently realized musical collaboration with the children’s rap group Poppy Jinks – Drink a cold milk”, aims to feed the new generation with an attitude and incentive for good and encourage them to express themselves and have fun.
“Strength for the new generation: against school aggression” is part of the long-term initiative “Milk for the new generation”, with which Olympus aims to encourage children to have their own opinion and position, to be critical and daring, and to believe that the world of the future belongs to them.
“To inspire children to protect and support themselves, showing that compassion and friendship are their true strength” is one of the main missions of the initiative. Recognizing the profound and lasting effect of violence on children’s mental health, Olympus, a brand that has always put family and care at the center of its world, has taken up the issue in its own cause:
“Our motto ‘Quality worthy of children’ inspires us to support children not only through the products we create, but also through the initiatives we engage with. Violence at school is one of the most serious problems our children face and we cannot stand idly by.”the company shares.
For this reason, Olympus plans to continue its commitment to the issue long after the campaign, stating that it is “a mission that requires constant work and dedication.”
“At Olympus, we deeply believe in social responsibility. With the “Strength for the New Generation” campaign we want to show that brands can be drivers of positive change when it is authentic to themselves and to the products with which they participate in people’s lives”.
Additional information about the campaign can be found on the website: www.olympusfoods.bg/campaigns/sila-za-novoto-pokolenie.html
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