The Talk

An awareness campaign against sexting for Gemeente Amsterdam & Qpido. The goal: to help parents talk about sexting with their kids.

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.

Client

Gemeente Amsterdam & Qpido

Campaign

Awareness campaign

Production partner

Lama Lama (web design)

Vigics (video production)

Play video

The Talk

Gemeente Amsterdam & Qpido want to prevent sexting to cause any harm, both to victims of sexting as kids that receive the images. Sexting (the sending and forwarding of nude images via the internet and/or social media apps) is becoming more common for youngsters. High schools and even middle schools often struggle with this forwarding issue, because it’s very hard to regain control over images when they have been broadcasted on apps – especially in group chats with thousands of participants. Parents are not always aware that these types of images are being forwarded massively, whereas children easily forget about the consequences of sharing these types of content.

 

 

The Talk focuses on parents, because they’re the ones to decide how and when to teach the youngsters about sex and/or sexting. Qpido specializes in guidance for subjects like these. We were briefed to focus on religious and low income families, needless to say it was extra important not to offend anyone. The challenge was to talk about sexting, without discussing sex. An important insight is that parents generally don’t expect their child to make nude pictures of themselves. It’s much more relatable to a parent that their child receives pornographic content via social media. Even without asking for it. That’s why we decided to create creatives that focus on kids receiving nude images, emphasizing the importance of parental guidance.

 

The campaign strategy

We created an online space that’s completely focused on informing parents. The video and the posts were all focused on generating traffic to the campaign website. We specifically categorized the tips based on age, because the approach strongly varies per age category. The website is available in English, Dutch, Turkish and Arabic. This also accounts for the video. Dwight Groot and his Vigics team did a great job producing the 16mm film.

The Facebook advertising campaign was targeted on parents in the Amsterdam region with creatives in different languages. The poster campaign was visible throughout Amsterdam for a period of two weeks. The video was broadcasted, focused on parents. The campaign sparked quite a few conversations on news websites: Parool, Trouw, AD, AT5, Vrije Tijd Amsterdam , Amsterdams Dagblad, Sublime FM – Het nieuws van de vooruitgang,  en CIP.

"Children can teach us everything about social media. It's our job as parents to teach them about the risks".

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