“The shocking campaign our society DESPERATELY needS…"

Dirty slut, filthy girl and city whore. That’s how society labels victims of shame sexting; people’s whose most intimate images are exposed online. 30% of young people fall victim to this form of shaming. But because of these negative labels, victims don’t seek help. Resulting in PTSD, anxiety disorders and even suicide. To break the silence around this sensitive topic, we created a provocative name necklace collection.

SHAMING DOESN’T DEFINE YOU

In our campaign, three real victims of shaming took to the stage. Wearing the unbearable necklaces society forced upon them. They broke the silence around the massive impact these names had on their lives. Letting other victims feel that they are not alone and empowering them to stop carrying their unbearable necklaces. And seek for help.

Our campaign didn’t just reach young people through films, posters in schools and online videos. Unbearable Necklaces sparked a nationwide debate on shaming. All big media outlets covered the campaign and our three victims were invited to share their story on major talk shows. Their story ultimately empowered others to finally seek help. With our client Victim Support seeing a 6000% increase in help services for young people around internet shaming.

CASE STUDY

CREDITS

Victim Support, client
N=5, agency

Tim van Aerschot, creative copywriter
Anne Stokvis, creative director
Alex Herwig, art director
Thijs Bontje, creative director

Nina Aaldering, film director
CakeFilm, production
MassiveMusic, sound
De Grot, grade
Eenvoud, jewelry

AWARDS

DUTCH CREATIVITY AWARDS, PR, BRONZE
DUTCH CREATIVITY AWARDS, BRAND PARTNERSHIPS, BRONZE
LOVIES, BEST SOCIAL IMPACT, SHORTLIST
ESPRIX AWARDS, CHARITY & NON FOR PROFIT, SILVER
SAN AWARDS, ACTUALITIES, WINNER
CMTA, NON PROFIT, GOLD
CMTA, PR, MEDAL
CMTA, SHORT FORM VIDEO, MEDAL