KPN - A Piece Of Me

The Problem

Teens face a significant risk of online shaming, a harmful phenomenon that can lead to depression, isolation, and even suicide.

The Insight

The true responsibility for online shaming lies with those who perpetuate it, not its victims.

The Idea

Partnering with Dutch pop star MEAU, the campaign featured her writing and performing "A Piece of Me," a powerful song inspired by intimate interviews with shaming victims. The song became an anthem for their stories, sparking a national conversation.

The Results

• "A Piece of Me" reached #2 on YouTube's trending chart and became a Top 3 hit in the Netherlands.

• Over 10.4M Spotify streams and a 173% surge in online discussions about shaming.

• The campaign led to online shaming being included in the Dutch sexual crimes act.

• Awarded the Grand Prix in Creative Strategy for its impact and innovation.