TBWA: Anti-sexting campaign for Pro Juventute

According to a recent survey, eight out of ten adults in Switzerland do not even know what sexting is. Consequently, most families do not talk about this new development and the possible risks, according to a statement. Pro Juventute is currently launching the first national education campaign on the topic. This educates young people about the risks of sexting, while those affected can call the emergency number 147 for competent advice.

Together with Pro Juventute, TBWA\Zurich has realized the first national communication campaign. A TV spot, two poster sujets, school posters, a Facebook application and other accompanying measures show the consequences for those affected. The agency's insight, in collaboration with Pro Juventute's experts, was that adolescents vie for attention with their intimate photos and the distribution via smartphone - without being aware that they cannot control the distribution. The campaign therefore focuses on two young people who are both typical victims of the dissemination of their photos via the Internet, WhatsApp or MMS. The authentic staging of the subjects is provided by photos taken by the young people themselves.

Since sexting is a digital phenomenon, TBWA\Zurich and Pro Juventute have developed the first Cyber Risk Check for all users. This allows users to check their Facebook profile for the dangers of sexting, cyberbullying and other harassment. Specially developed software analyzes the behavior, content and links of Facebook users. Depending on the results, users receive practical tips on how to make their Facebook profile safer.

Responsible at Pro Juventute: Marianne Affolter (Head of Communications), Irene Heimgartner (Head of Public Affairs). Responsible at TBWA\Zurich: Frederick Rossmann, Tizian Walti, Danielle Bürli, Laura Haas (Creation), Matthias Kiess, Marion Schlatter (Consulting), Simon Rehsche (Strategy), Christina Bürgin (Art Buying), Marcel Vogt, Marek Zdarsky (TBWA Digital Arts Network), Dominik Brumm (Cubera Solutions), Chris Niemeyer (Plan-B Film).