December 16, 2023

LEGO® Friends and Peppy Pals #Boost Up campaign

June 18, 2020

The LEGO Group launches new range of activities to help the whole family feel empowered to act against cyberbullying

LEGO® Friends and Peppy agency have co-created a series of fun #BoostUp experiences in LEGO Life app that celebrate friendship. Children are encouraged to take part in a series of polls, storytelling quizzes and virtual building activities that support those who have experienced cyberbullying, help them build the courage to act on abuse they see online, and encourage supportive online behaviours.

The activities are now available on LEGO Life, a safe social media network for children that is used by approximately 9 million children across 78 countries.

“With the #BoostUp campaign we want to create a safe space where children can voice their perspective on what being kind online means to them”, says Paulina Olsson, CEO and Co-Founder of Peppy agency.

“Navigating the world of online friendships and communities can feel exciting and fun, but it can also feel scary and lonely for children. Through different videos, polls, quizzes and building challenges we give kids a way to express their feelings, and in doing so help each other deal with both the positive and negative aspects of spending time online.”

“When children play, it makes learning easier easier. This is why we have developed a range of engaging play experiences in both the real world and online that can help families with education on challenging subjects such as cyberbullying,” says Anna Rafferty, VP of Digital Consumer Engagement at the LEGO Group,

“We hope that by using LEGO bricks and platforms that transcend age, gender and culture, we can help families around the world connect with each other in a fun, natural way while helping children learn about communicating respectfully with each other digitally, spreading kindness and positivity and protecting the wellbeing of themselves and others online.”

Read the full press release here.