The brief

This brief is part of the Young Lions Italy 2026 competition and was developed by Parole O_Stili, a non-profit organization that promotes respectful and responsible communication.

The project calls for a print advertising campaign that raises parents’ awareness of the importance of teaching responsible language use, both online and offline. The campaign should highlight that words have real-world consequences and that language education is a fundamental yet often overlooked aspect of parenting, particularly in digital environments. Its goal is to encourage parents to actively engage in conversations with their children about the impact of words, without guilt or blame, while reinforcing their unique and irreplaceable educational role. The Non-Hostile Communication Manifesto by Parole O_Stili should serve as a practical and accessible guide to fostering respect, empathy, and responsibility in everyday communication.

The solution

This campaign challenges parents to look beyond the image they see at home and discover the hidden side of their children’s digital lives. Presented as a foldable brochure that transforms into a dice, the project contrasts positive labels often associated with teenagers, good grades, good friends, good behavior, with the insults, pressures, and toxic interactions they may face or reproduce online.

By changing perspective with every roll, the dice reveals a different “face,” encouraging reflection on cyberbullying and digital responsibility. The campaign ultimately points parents toward the Parole O_Stili Manifesto, promoting respectful communication and conscious digital education.

For this contest, I worked as part of a team with the copywriter Chiara Terzi.