 |
Outdoor
Child Focus: Payboy
On 18 November, the European Day for the Protection of Children against Sexual Exploitation and Sexual Abuse, VML Belgium traditionally launches a bold and striking campaign for Child Focus: Payboy. Through this campaign the agency presents a confronting parody of the world-famous nude magazine in order to address the growing threat of financial sextortion among young people, and to expose the mechanisms and dangers of online extortion. Financial sextortion is a serious and rapidly increasing problem. Young people – 93% of them boys – are approached online by seemingly attractive girls. In reality, these profiles are often operated by men, and even criminal gangs. They manipulate young people, seduce them into sending nude pictures and then apply pressure. What begins as an innocent chat increasingly ends with: “Pay up, or your nudes go online.” With Payboy, Child Focus aims to protect young people and raise their awareness of this danger. The campaign is a clear nod to the iconic Playboy, but with a sinister twist. Instead of the familiar seductive content, Payboy reveals the fake profiles and misleading photos and videos that criminals use to lure young people into their trap.
Client Contact: Stephan Smets, Stéphanie Leyn, Selyna Ayuso Ferrandiz Related |
The Best Ad JobsRetrieving latest jobs
advertising news |
 |
