KPN

#betterinternet

 

Background

With its role as one of the Netherlands' biggest internet providers, KPN wants to make a positive contribution to the online world. 

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Insight

Online users, and in particular youth today, face increasing mental health challenges, yet often struggle to find support (source: Youth Monitor CBS). Despite their inclination to share online, there's a notable absence of a secure digital haven where GenZers can freely converse about their concerns. 

 

Idea

Creating a more social, safer and sustainable internet. #betterinternet is KPN's brand platform that shows the commitment to contributing to everyone's digital lives. 

 

Result

A brand platform that continuously contributes towards a more social, safer and sustainable internet.

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TikTok Talkshow & A Piece of Me

We kicked off with the TikTok Talkshow: designed to generate authentic customer insight, engaging young people in expertly moderated conversations on topics from cyber-bulling to mental health. Via the first episodes we found that online shaming is still a big problem that lives deep in internet culture. ​To make an impact, we had to tackle it through culture and community. ‘”A Piece of Me” is a poignant song and music video shaped by the true stories of GenZ, shared with acclaimed Dutch singer MEAU.

 

Algo Influence

After the big launch many campaigns have followed. 'Algo Influence', is an initiative in which we influence TikTok's algorithm and flood it with the right information on what to do when your nude picture is shared. Providing young people with the support and help they need on the platform they trust the most.

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Pride Verified

During the Pride period we launched a social-first campaign in which we brought the unwritten rules that should make Pride a safe haven for everyone – such as celebrating diversity, respect and inclusivity – to the online world. Ultimately, we collaborate with META on setting up the verified icon making it required for people to follow these rules.

 

This is just a glimpse of a brand platform that will address and contribute to all online issues.

Making it a more social, safer and sustainable #betterinternet.