Digital violence among adolescents and young people usually occurs far from the adult gaze, integrated into daily routine and camouflaged between notifications, messages and on screens. “Disconnect cyberviolence” is built on this idea, the new campaign promoted by Fad Juventud and developed by La Despensa to make visible and prevent attacks that take place in digital environments.

The initiative is based on a clear message: “If it hurts, it’s not kid stuff.” With it, the organization wants to question the normalization of certain behaviors on social networks, chats or digital platforms and open a conversation about a reality that is increasingly present among adolescents and young people.

The campaign is articulated through a multichannel strategy that includes audiovisual pieces, radio, outdoor advertising, press, digital activations and an online platform with resources aimed at families, students and educational professionals. The entire ecosystem refers to a specific website where the “Disconnect Cyber ​​Violence Kit” is hosted, a downloadable guide aimed at helping to detect, act and accompany situations of digital violence.

The audiovisual pieces, produced by Agosto and directed by Miguel Angulo, show apparently normal scenes within the home: everyday conversations, family meals or domestic moments in which two parallel realities coexist. On the one hand, visible tranquility. On the other hand, what happens through the screens and remains hidden from those around the adolescent.

The campaign thus opts for a contained and recognizable staging to convey how cyberviolence can take hold in any family context without major external signs. The mobile phone appears integrated into daily coexistence, but also as a gateway to situations of harassment, humiliation, control or digital aggression.

“We have approached this challenge with the responsibility of finding an idea and a tone capable of connecting with society from a close perspective”explained David Ricoy, Executive Creative Director at La Despensa, in a statement. “The pieces show everyday situations in which a disturbing element always appears in apparently calm contexts. It is that parallel and digital life that coexists with us and that can hide cyber-violent behaviors.”

For his part, Miguel Angulo has pointed out that the creative objective was to avoid the feeling of talking about a distant problem. “I was very interested that the pieces did not seem to talk about something foreign, but rather about situations that could be happening in any house while life continues with absolute normality”commented the director. “We looked for a very realistic staging, where the disturbing thing did not come from big gestures, but from small clues.”

The campaign is also supported by data from the study “Code 505. A study on cyber violence among Spanish youth”, carried out by Fad Juventud. According to the research, 57% of young people between 15 and 29 years old claim to have suffered some type of digital aggression in the last year. The figure rises to 69% among those between 15 and 19 years old.

The report also reflects the social extension of the phenomenon: 51% claim to have witnessed situations of digital violence towards close people and 26% acknowledge having exercised some type of aggressive behavior on the internet or social networks.

“Cyberviolence cannot be understood as something exceptional or foreign to the daily experience of adolescents and young people”said Beatriz Martín Padura, General Director of Fad Juventud. “Certain behaviors are becoming normalized in digital environments and that makes it even more necessary to understand how they are perceived, how they are experienced and how we can prevent them.”

With “Disconnect cyberviolence”, Fad Juventud seeks to reinforce its work in prevention and transfer responsibility beyond the young people themselves, also appealing to families, educators and society in general. The campaign suggests that detecting these dynamics requires looking beyond the surface and paying attention to a reality that often happens while apparently nothing happens.

More info: Kit to Disconnect Cyber ​​Violence