Most parents would rather skip ‘the sex talk’ altogether. The bees and the birds story gained a few new chapters throughout the years: internet and social media (apps) have made sex incredibly accessible to everyone – kids included. Sexting is quite common, but there’s a catch: nude pictures are often lost in group apps, with disastrous consequences. Especially for underaged children, the psychological damage after being ‘exposed’ can be very severe. We were challenged to create an awareness campaign against sexting, or better yet: to get the conversation started between parents and children. Kids might know their way around social media apps, but it’s a parent’s responsibility to teach them how to deal with the risks. We developed the creative (video) concept, the Facebook campaign and the outdoor campaign.