Turning keyboard lions...into keyboard reindeer. To raise awareness of such an important issue as bullying, Paluani relied on MiTH to manage activities on its social channels.

For the initiative, Mith followed:

- Developed creative strategy (adding a bit of Christmas spirit to each negative comment)
- Created positive engagement (decreasing negative comments and developing a reaction on the side of the community)
- Valued charitable activity (each aggressive comment received led to a donation to the association Parole O_stili, which fights the phenomenon)
- Analyzed KPIs and maximized conversions on the Paluani website page