Child Focus - "Call Glenn 2"

VML

VML Antwerp, Belgium

350

This ad is part of the ACT Responsible Collection

Brand: Child Focus
Country: Belgium

Advertiser: Child Focus

Title	Call Glenn 2
Agency	VML
Campaign	Call Glenn
Advertiser	Child Focus
Brand	Child Focus
Date of First Broadcast/Publication	2023 / 11
Business Sector	Human Rights
Story	More and more young people are becoming victims of 'exposing.' This is when their naked images are spread online without their consent. Glenn was one such victim. When he was 15, he took a nude with his mobile phone and sent it in confidence, only to find it on the internet. Shortly afterwards, Glenn took his own life. On 18 November, the European Day for the Protection of Children against Sexual Exploitation and Abuse, Wunderman Thompson Benelux and Child Focus reactivated his phone to better protect other minors online. But this time, it is to protect other young people from transgressive sexting and exposing. If you call Glenn today, you’ll be adding your name to a petition calling for better online protection for minors. Of course, when you call Glenn today, you won’t reach him. But you will hear him saying his name briefly when the phone goes to voicemail. You’ll then discover why he’s unavailable. To record this modified message, the original voicemail voice of Glenn’s provider was used. After sharing Glenn’s tragic story, you are asked not to leave just any message after the tone, but to say your first and last name to sign the petition. Besides the online videos featuring Belgian celebrities, a TV spot, radio spot, digital out of homes and an online campaign film were also made. Each time, Glenn’s mobile phone is the focus of attention. The website also features the emotional testimony of Glenn’s mother. Victims can find help there and report incidents of exposing or abusive images. Additionally, the number of missed calls to Glenn’s phone is also being tracked. That’s important because every missed call will be used to petition for better online protection for young people. In Belgium, at least 25,000 people need to sign a petition to become a valid part of the political agenda. This goal was achieved within a day after the campaign went live. And after just one week, already 37,000 people have contacted Glenn, and the calls for change continue to pour in. Child Focus will soon present Glenn’s phone to parliament, along with their demands for better online protection of minors.
Media Type	Case Study
Length	130 seconds
Chief Creative Officer	Klaartje Galle
Executive Creative Director	Kasper Janssens
Executive Creative Director	Arjen Tarras
Creative Team	Tomas Van Loon
Creative Team	Patrick Vermeylen
Design Director	Jeffrey Uten
MOTION DESIGN	Mikael Naudet
MOTION DESIGN	Andreas de Ridder
MOTION DESIGN	Karel Van Gucht
Photographer	Greg Smolders
Production Company	AKA De Mensen
Executive Producer	Eline Rousseau
Producer	Rana Cools
Director of Photography (DOP)	Geert Verstraete
Director of Photography (DOP)	Lieven Bulckens