A Fearless World for Parents

In the first flight of our campaign (Fearless Dolls&The Fearless World) we recognized teens’ struggle when facing cyberbullying. In this second flight, we addressed parents, the ones that stand next to them when this happens, who are also facing a big fear: do I have what it takes to help my kid? Do I have the right answers?

This campaign humanizes parents problems and it also uses the power of example. With the help of 4 Romanian influencers that are also parents, we showed to our audience that there is no right or wrong way to be there next to your child.

How did we do that?

We created a flash experiment, offering the influencers 3 never seen questions from children asking for guidance at the Save the Children help line.

On the spot, the influencers were challenged to answer and their reactions were genuine. They proved that no one knows how to deal with children’ problems, especially with cyberbullying. They also gave parents a sense of empowerment to try to be next to their kids, no matter what. Because, in the end, this is what’s important.