‘Stay safe, ‘Look after yourself’, or ‘Don’t just do everything other people say’. These are phrases every child recognizes and every parent uses. Yet, these messages are often focused on the dangers of the physical world. Meanwhile, in the ever-expanding online world, children encounter new risks that are far less visible and harder to recognize. Terre des Hommes calls for attention and change in a campaign with recognisable messages that apply ‘Also online’.
Eva Notté from Terre des Hommes explains: “Aligned with Terre des Hommes’ mission to protect children from exploitation, this campaign is a crucial step forward in the Netherlands. Many parents remain unaware that the risks begin as early as four or five when their children go online. This awareness is urgently needed.”
In the Netherlands, 3 in 10 girls and 1 in 10 boys experience some form of online sexual exploitation before the age of 18. Alarmingly, only 6% of parents are aware that their child has ever been affected. With this campaign, part of a broader initiative by Terre des Hommes targeting online stakeholders and the government, Terre des Hommes aims to change that. The campaign is primarily digital (social, paid and owned media, and banners), supported by a shareable WhatsApp link, posters, and a brochure. It directs people to practical actions and information at terredeshommes.nl/ookonline
About Terre des Hommes
Millions of children around the world face sexual exploitation, child labour or other forms of exploitation every day. Every child deserves a safe childhood with room to play. The organization listens to children, fights the systems that enable exploitation, and develops scalable, proven solutions. Terre des Hommes develops scalable, proven solutions, shares knowledge, builds connections, creates spaces where everyone’s voice counts, advocates for and helps children to be heard to thrive in a world free from exploitation.
About KesselsKramer
KesselsKramer is an independent communications agency, established in 1996 and based in Amsterdam and London. The agency likes to ‘advertise for people who don’t like advertising’ and works for brands such as CitizenM, Stabilo, Arte and Monopoly. kesselskramer.com
Credits
Client: Terre des Hommes Netherlands
Agency & Production: KesselsKramer
