KPN’s ‘A Piece of Me’ campaign, which won Gold in the Cause-Led Influencer Campaign category for Social Media at The Drum Awards, harnessed the power of storytelling and influencer collaboration to drive impactful conversations and change around online safety. Here is the award-winning case study.
KPN, the leading telecoms provider in the Netherlands, operates in an oversaturated market where differentiating on network speed and quality has become challenging. To stand out, KPN chose to focus on values, creating #betterinternet – a platform committed to making the internet safer, more sustainable and more inclusive.
Research showed that one in two Dutch consumers were worried about online safety. Among KPN’s family-focused audience, protecting children was paramount. Online shaming, particularly when intimate images are shared without consent, was identified as a pressing issue affecting young people, leading to depression, loneliness and even suicide. Society’s tendency to blame victims further silenced these life-changing experiences.
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