The Dutch SIC created a campaign highlighting each person's right to decide who sees their photo or knows their location - despite the centre facing challenges along the way.
Our helpline created a campaign to spread our most important message: "I decide for myself"—who sees my pictures or who knows my location. Creative artwork was developed for this campaign to ensure it resonates with our key target group and stands out.
In the Netherlands, we faced two challenges concerning our helpline:
- First, brand awareness needed improvement—or rather, too many people dealing with online transgressive behaviour were unaware that we are here to help them.
- In addition, many people who call or chat with us for support—such as when a non-consensually shared image is involved—often start the conversation by saying, "I did something stupid."
But this is the wrong way around: the blame lies with the person who shared the picture without permission! Unfortunately, victim-blaming is still a widespread issue. Instead of holding the perpetrator accountable, the victim is often blamed by those around them and, eventually, even by themselves.
With this in mind, we created the campaign "Ik bepaal zelf" ("I decide for myself") to reinforce an often-overlooked norm: that only one person has the right to decide who sees your pictures or data—you, and no one else. We targeted the campaign at adolescents and young adults, using a style of text, tone, and illustrations that match this specific group. We were also unafraid to create something bold and attention-grabbing.
The campaign materials were placed in train stations and other outdoor advertising locations, bars and restaurants (as freecards), bar toilets (digitally), schools, and, of course, online. We also ensured that early adopters of this subject were reached through popular podcasts.
The campaign turned out to be a success. Because people really liked the style and positive tone of voice, we managed to exceed our goals by more than 200 per cent. As an unexpected but positive outcome, our helpline has received many requests for materials from professionals in schools, law enforcement, and healthcare, who want to distribute them. We also saw a significant increase in website visitors. However, it is still too early to determine the long-term impact on brand awareness and the number of people reaching out for support.
In 2025, we hope to rerun the campaign. Additionally, we aim to address two extra challenges: first, creating materials and media outreach specifically for gamers (a group often overlooked in such campaigns), and second, making a bold, extraordinary statement that generates free publicity and media coverage.
More information and materials can be found here.
Find out more about the work of the Dutch Safer Internet Centre, including its awareness-raising initiatives, helpline, hotline, and youth participation services, or explore similar efforts by other Safer Internet Centres across Europe.
The Dutch SIC created a campaign highlighting each person's right to decide who sees their photo or knows their location - despite the centre facing challenges along the way.
Our helpline created a campaign to spread our most important message: "I decide for myself"—who sees my pictures or who knows my location. Creative artwork was developed for this campaign to ensure it resonates with our key target group and stands out.
In the Netherlands, we faced two challenges concerning our helpline:
- First, brand awareness needed improvement—or rather, too many people dealing with online transgressive behaviour were unaware that we are here to help them.
- In addition, many people who call or chat with us for support—such as when a non-consensually shared image is involved—often start the conversation by saying, "I did something stupid."
But this is the wrong way around: the blame lies with the person who shared the picture without permission! Unfortunately, victim-blaming is still a widespread issue. Instead of holding the perpetrator accountable, the victim is often blamed by those around them and, eventually, even by themselves.
With this in mind, we created the campaign "Ik bepaal zelf" ("I decide for myself") to reinforce an often-overlooked norm: that only one person has the right to decide who sees your pictures or data—you, and no one else. We targeted the campaign at adolescents and young adults, using a style of text, tone, and illustrations that match this specific group. We were also unafraid to create something bold and attention-grabbing.
The campaign materials were placed in train stations and other outdoor advertising locations, bars and restaurants (as freecards), bar toilets (digitally), schools, and, of course, online. We also ensured that early adopters of this subject were reached through popular podcasts.
The campaign turned out to be a success. Because people really liked the style and positive tone of voice, we managed to exceed our goals by more than 200 per cent. As an unexpected but positive outcome, our helpline has received many requests for materials from professionals in schools, law enforcement, and healthcare, who want to distribute them. We also saw a significant increase in website visitors. However, it is still too early to determine the long-term impact on brand awareness and the number of people reaching out for support.
In 2025, we hope to rerun the campaign. Additionally, we aim to address two extra challenges: first, creating materials and media outreach specifically for gamers (a group often overlooked in such campaigns), and second, making a bold, extraordinary statement that generates free publicity and media coverage.
More information and materials can be found here.
Find out more about the work of the Dutch Safer Internet Centre, including its awareness-raising initiatives, helpline, hotline, and youth participation services, or explore similar efforts by other Safer Internet Centres across Europe.
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