KPN, the Netherlands’ leading telecom, is committed to a #betterinternet: safer, more sustainable and socially inclusive.   1 in 2 Dutch consumers are concerned about online safety. For our family audience, that means protecting their kids in an increasingly alarming world.   Online shaming is a rapidly growing issue, with devastating consequences from depression and loneliness to suicide.   We captured insights through a unique TikTok TalkShow, unlocking a powerful strategic pivot: Sexting isn’t shameful; forwarding intimate images without consent is shameful. But this problem lives deep in internet culture. To tackle it, we needed to raise it into the spotlight of popular culture. We often say our campaigns sparked a conversation. In this case we realised the conversation itself could be life saving.    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 advertising plan, releasing the track on streaming platforms and digital stores, premiering the video on MEAU’s social channels, promoting through PR and live performances before branded cutdowns appeared on TV, in cinemas and online. Influencers spread the word further. We provided concrete support with educational resources on owned channels and flooded TikTok with helpful content. “A Piece of Me” created a powerful cultural movement, achieving extraordinary scale in a country of only 17.7m people: A Platinum record, No.2 trending YouTube video, 43M organic views, 242M PR impressions. We changed the conversation, with +236% uplift in conversations on online shaming, focused on thinking before you forward and hundreds of schools using the video as education. We changed brand perception, with brand consideration +9%, associations with online safety +19%, Trust +16% and “A brand that creates societal impact” + 16% . And we helped change the law, making it illegal to share intimate content without consent. KPN is now the most valuable Dutch brand in the Netherlands.Following its impact in the Netherlands, the song was rerecorded in English, and set to the same powerful video, to spark a global conversation. We now take the #betterinternet mission to the industry to protect vulnerable teens worldwide.