A Piece Of Me

KPN wants to make the internet safer. Focusing on online shaming with the insight that it’s not victims, but those who forward that are responsible, we created content we knew Gen-Z would care about and share. We knew that 33% of teens engage in sexting. 1/100 have had images shared without consent. Society often blames the victim, but how could Dutch telco KPN trigger a movement that shows how it believes in a #BetterInternet.

Sexting is a normal, private way of flirting for teens, shared in a bond of trust. But it also makes them vulnerable to online shaming, with potentially serious consequences ranging from depression and loneliness to suicide. Society often blames victims, but working with experts and those affected, it is clear the conversation needs to be opened up and responsibility shifted to those who forward. To raise awareness of online shaming and its consequences among Gen Z, we delivered our campaign as entertainment.

We worked with pop star MEAU, who released a song and music video based on real stories. MEAU worked with experts and victims to create ‘A piece of me’, a song and music video that show how forwarding without consent can ruin someone’s life.

The narrative of the cinematic music video articulates how this offense escalates: He shares an intimate photo, then she shares one. A private moment of flirtation. When he decides to forward the photo, her life quickly unravels with terrible consequences. It’s a story that powerfully delivers the message.