„Soft Bullying is Still Bullying” 



Romania ranks 3rd place in EU for bullying in schools. To raise awareness on the subject - and explore the attitudes and the environment that helps bullying occur – we’ve used Lidl own products to start a conversation. 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.

On International Anti-Bullying Day, we’ve launched on Facebook „Soft Bullying is still Bullying”, a campaign signed by Lidl&World Vision Romania. The campaign has been backed by a number of vloggers - daily victims of these kind of messages, comments or reviews.