The basic creative concept and BIG IDEA of the entire campaign is about toxic relationships and how they can end. The idea of the campaign was to push the pain points of society, to tell them how to recognize «toxic partners» and manipulators and to protect themselves from their influence. Sharpest social topics were highlighted, on which the plot of the series is based, and bloggers had the opportunity to talk about them from their own point of view, somehow expert, somehow «common», somehow entertaining – but always sincere.