Cannes Lions
PORTAL MINHA VIDA, Sao Paulo / UNILEVER / 2014
Overview
Entries
Credits
Description
Minha Vida, largest portal of health and well - being of Brazil , developed the " Value your child " program with the goal of helping parents understand their role in building the self-esteem of their children and to promote behavior change for parents assume the role of change agents in building the self-esteem of children and adolescents . Appreciate your child 's program featured the professional advice of psychoanalyst Joan de Novaes , a specialist in self-esteem coordinator of the Diseases of Beauty at PUC- Rio.
Self-esteem is essential in the formation of self-love and respect for yourself . It is also formed in childhood and determines how a person relates to the world , faces the challenges and react in situations that require emotional control . During childhood and adolescence there are several factors that can undermine self-esteem : bullying , opinions from friends , body changes and even the relationship with parents . Making a child or youth believe in their own capacity to be safe and confident to take risks , learn to accept the natural frustrations of life , is an important task and it requires a lot of dedication from parents.
Execution
The program consists of sending email for activities parents undertake with the children each week . These activities were developed based on four pillars of building self-esteem : to encourage self-care , ability to undertake , body self-image and autonomy. At the end of each activity the parents also answer a survey provided their impressions of the activity . Each email also contains articles and videos deepening the theme for parents and quizzes to test your learning on the subject .
Value your Son Program: How it works?
The program emails helps enhance the self-esteem of children and adolescents.
Free and recommended for boys and girls 7-13 years old.
The methodology of the program consists of 4 simple activities (1 per week) that are sent by email, to do with the child and thus exercise some important pillars of self-esteem with him.
Outcome
Action with over 1 million impacts and 30mil people attending the weekly.
Changes in behavior :
94 % were able LEARN MORE (the) child / adolescent
60 % realized that ( a ) children / adolescents began to worry more about your SELF CARE
78 % realized that ( a ) children / adolescents began to better understand their body image and what is the BEAUTY OF EACH
85 % realized that ( a ) children / adolescents began to understand better what is the ABILITY TO DREAM AND IMPLEMENTED
Testimonials
" I have a lot of dialogue with my daughter and always seek to improve . The activities were peaceful because many things that came up we both already knew, but it is wonderful to reaffirm certain feelings . In the end, we declare our love again ( among many ) and even embraced cry ... "
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