Dentsu Creative Amsterdam’s Hit Single ‘Piece of Me’ Launches Internationally

Launched in the Netherlands this February, as part of telecoms company KPN’s mission to raise awareness about the dangers of online shaming, the song has now been released in English for international audiences.

In the past six months 33,000 youngsters in the Netherlands became victims of unwanted forwarding of intimate photos. Even among young people, victims are often portrayed as perpetrators — a major problem with major consequences ranging from loneliness and depression to suicide.

KPN, the leading provider of telecommunications and IT services in the Netherlands for almost 140 years, believes in a #BetterInternet. To raise awareness of online shaming among gen Z, Dentsu Creative Amsterdam worked with KPN to launch a campaign with an important message: ‘Think Twice before you forward’.

Collaborating with popular Dutch singer-songwriter, Meau, experts and victims they created ‘Piece of Me’, a song and music video that show how forwarding without consent can ruin someone's life. With 10 million streams, millions of shares, a Top 3 hit in the music charts, and hundreds of schools showing the video to educate students on the effects of online shaming, ‘Piece of Me’ has made a true impact in the Netherlands since launching in February.

The creative directors behind this campaign Gijs Sluijters and Joris Tol said, “Knowing it is hard to reach gen Z, we created a piece of musical entertainment we know they would care about and share. This way, the impactful stories of online shaming and its consequences became a conversation starter at schools and at home at the dinner table.”

The attention the film has received has also helped push the conversation around online shaming up the political agenda (from third house to first house). The senate has now approved The Dutch Sexual Crimes Act on March 19th, saying that it is a crime when you forward an intimate picture without consent.

But the internet is bigger than the Netherlands. 

In response to the massive success of the video, KPN and Dentsu Creative Amsterdam have now launched an English language version of the film and song, ‘Piece of My Soul’.

Watch MEAU - Piece Of My Soul (Official Video) here.

To help share KPN’s mission, CEO, Joost Farwerck, sat down with Ian King for an interview on Sky News’ Business Live. Here, Joost discussed why KPN is choosing to speak up about online safety, the insights behind the campaign, and how he hopes the movement will continue to grow.

With the release of this song, KPN hopes that the campaign's message, “Think twice before you forward” will be shared worldwide, to help protect more young lives from the devastating effects of online shaming.