Case Study: KPN helps make the internet safer with Mindshare's "A Piece of Me" campaign

KPN drives 202 million PR impressions with Mindshare

The customer, KPN, a leading Dutch telco, faced the challenge of making the internet safer by addressing the serious issue of online shaming. Partnering with the vendor Mindshare, they sought to shift societal responsibility away from victims and onto those who forward intimate images without consent.

Mindshare created "A Piece of Me," a powerful song and music video in collaboration with a Dutch pop star. This authentic content was designed to be shared by Gen Z and used as an educational tool. The campaign successfully changed behavior and influenced legislation, achieving over 28 million organic views, a 183% increase in online conversations about shaming, and contributing to online shaming becoming part of the sexual criminal act.

KPN