Every generation has a song that reflects its strongest emotions and is a catalyst for change. For Dutch teens, that song is “A Piece of Me”. KPN, the Netherlands’ leading telecom, is committed to a #betterinternet: safer, more sustainable and socially inclusive.      It wanted to transform attitudes to sexting and shaming. Sexting isn’t shameful; forwarding intimate content without consent is.     Online shaming is rapidly growing, with devastating consequences from depression and loneliness to suicide.   The problem lives deep in internet culture. The solution lay in pop culture. We unlocked insights through a unique TikTok TalkShow and the power of fandom.    Collaborating with Dutch musician MEAU, we co-created a heart-wrenching song, every lyric informed by her young fans’ experiences of online shaming.  We crafted a music video bringing the horrifying consequences of forwarding intimate messages to life; our message clear: think twice before you forward.  We followed a music release, rather than conventional media plan, releasing the track on streaming platforms and digital stores, premiering the video on MEAU’s social channels, and promoting through PR and live performances before branded cutdowns appeared on TV/cinema/online. Influencers spread the word further.   “A Piece of Me” turned taboo into hit record, lifesaving conversation and powerful cultural movement:       In a country of 17.7m people, we achieved a Gold record, 19.5M Spotify streams, No.2 trending YouTube video, 500+ covers, 32M organic views and 229M PR impressions.        We changed the conversation, with +183% uplift in conversations on online shaming,  and hundreds of schools using the video as education.        We changed the law, making it illegal to share intimate content without consent.       And made KPN the most valuable Dutch brand in the Netherlands.  Following its profound impact in the Netherlands, the song was rerecorded in English, and set to the same video, to spark a global conversation and protect vulnerable young people worldwide.