In an era where digital connectivity shapes our daily interactions, leading Dutch communications provider, KPN, and Dentsu Creative Amsterdam are taking a stand against the harmful consequences of online shaming.
Their powerful campaign, ‘Think Twice before You Forward’ has garnered significant attention in the Netherlands, prompting its expansion onto the global stage with the release of the hit international song, Piece of My Soul.
At the heart of this initiative is a sobering statistic: in the past six months alone, 33,000 Dutch youths have fallen victim to the unauthorized forwarding of intimate photos. Compounding this issue is the tendency to blame victims, exacerbating feelings of isolation and despair, and sometimes leading to tragic outcomes like depression and suicide.
Recognizing the urgent need for a #BetterInternet, KPN and Dentsu Creative Amsterdam collaborated with acclaimed Dutch singer-songwriter Meau, experts, and survivors, they produced the Dutch version, A Piece of Me, a poignant song and music video that vividly illustrates the devastating impact of thoughtless forwarding.
With this release, KPN hopes that the campaign’s message: ‘Think before you forward’ will be shared worldwide. So that young people, but also adults, think before they send on sensitive content without consent. Watch below:
REELated:
Since its launch in February, A Piece of Me has made waves in the Netherlands, amassing 9 million streams, climbing the music charts, and sparking critical conversations in classrooms nationwide. Creative Directors Gijs Sluijters and Joris Tol emphasized the campaign’s innovative approach, leveraging music as a universal language to engage and educate Gen Z audiences.
The campaign’s success has not only resonated with the public but has also influenced legislative action. Following increased awareness spurred by the campaign, the Dutch Senate recently passed The Dutch Sexual Crimes Act, criminalizing the non-consensual sharing of intimate images.
Now, with the release of Piece of My Soul, KPN and Dentsu Creative Amsterdam are taking their message global. CEO Joost Farwerck spoke with Ian King on Sky News’ Business Live, shedding light on KPN’s commitment to online safety and the campaign’s broader impact. By amplifying their message on the international stage, KPN and Dentsu Creative Amsterdam aim to catalyze a global movement towards a safer, more compassionate online environment for all.
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