Challenge
Victim blaming is not OK
More and more young people are sending intimate images to each other: 'sexting' instead of 'texting'. Occasionally, these images are not kept private, but spread publicly. Victims are made fun of, sometimes with dramatic consequences.
"If someone's intimate selfies are shared publicly, then they shouldn't have taken and sent those pictures themselves": Vrouwenraad (Women's Council) does not agree with that opinion.
Vrouwenraad wants to do something about victim blaming when sexting goes wrong. After all, this organisation fully supports equal opportunities and rights for m/f/x in a diverse society.
Approach
Reversing perception
Vrouwenraad (Women's Council) wanted to break the dominant perception: sending intimate images to each other is OK. But distributing those photos of someone else, that's not OK.
Together with Vrouwenraad, we opted for a positive approach, against finger-pointing. We came up with a campaign that is resolutely pro-sexting, as long as you respect each other's boundaries.
The video had to attract attention, to make room for the nuanced story of Vrouwenraad.
Result
Nuance in the picture
We kept the video and its press kit in reserve until the right time.
When some well-known Belgians fell victim to someone spreading their intimate images, the issue took centre stage in the public debate.
Vrouwenraad was able to react with lightning speed: the campaign and its press kit were launched and widely picked up in the media.
Mission accomplished!
