Entrant Company
Dentsu Creative Amsterdam
Launch Country
Netherlands
Program
Traditional Mediums
Advertiser Category
Consumer Brand Health Initiative
Category
61 Seconds to Five Minutes
“Everyone Except” is a brutal short film, co-written with teens, showing how silence becomes violence in online group chats.
A Powerful Psychological Weapon
KPN is committed to a #BetterInternet: safe, sustainable, inclusive.
Online exclusion is bullying via ignoring, blocking or removing someone. 56% of Dutch 10–20-year-olds have experienced it; 23% at least monthly.
Teens spend 4+ hours a day in group chats: social spaces invisible to adults. They describe a cruel ritual: renaming a chat “Everyone Except [Name]” before removing someone. A tiny name change becomes a devastating social signal: everyone else is in; you are out.
Exclusion leaves victims vulnerable. To get back in, they may steal or submit to ritual humiliation, filmed and shared. Footage of pupils beating and humiliating each other circulates in 62% of Dutch schools.
The power of Everyone Except is also its weakness. It takes everyone to exclude someone, but just one person to include them. We needed to empower bystanders. Because online silence turns into real world harm.