KPN

#betterinternet​

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What's the case?

The internet connects us all, but it also carries a darker side. Young people face increasing mental health challenges, from cyberbullying to exclusion in group chats. Together with KPN, one of the Netherlands’ largest internet providers, we launched the brand platform #BetterInternet. Striving for a safer, more social and greener internet.​

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TikTok Talkshow & A Piece of Me

We kicked off with the TikTok Talkshow: a social-first format designed to spark real conversations with Gen Z, capturing authentic insights on online life. Topics ranged from cyberbullying to mental health, exposing how online shaming remains deeply rooted in internet culture.

 

Those insights directly inspired “A Piece of Me”: a campaign film and song created with Gen Z voices, showing how online exclusion takes away parts of who you are. By combining storytelling with platform-native formats, KPN didn’t just raise awareness, it became part of the cultural conversation. The campaign was even adopted as educational material in schools, extending its impact beyond social.

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Algo Influence

In the aftermath of the launch of 'A Piece of Me,' we found a TikTok from the Dutch police blaming those who take nudes, which goes against the message of 'think before you forward'. With 64% of Gen Z using TikTok as their Search Engine we had to share the right information and launched 'Algo Influence' influencing the SEO bucket.

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These are just two cases highlighting the start of the brand platform #betterinternet.