Child Focus - "Call Glenn 6"

VML Antwerp, Belgium

Awards

1450

This ad is part of the ACT Responsible Collection

Brand: Child Focus
Country: Belgium

Advertiser: Child Focus

Title	Call Glenn 6
Brief	‘Call Glenn’ was a powerful initiative to raise awareness about the dangers of non-consensual sexting. The campaign was inspired by the tragic story of Glenn, a 15-year-old boy who died by suicide in 2017 after a nude photo of him was shared online without his consent, leading to severe online harassment.Child Focus reactivated Glenn’s old phone and number and transformed it into a powerful tool for advocacy. Collaborating with Orange™, Glenn's provider, we updated his voicemail message while maintaining the familiar setup, consistent across operators. Initially, callers heard Glenn introduce himself, followed by the official voicemail explaining he's no longer available. By stating their first and last name after the tone, callers could sign our audio petition for better online protection of minors.Glenn’s phone received nearly 38,000 calls, far surpassing the initial target necessary to raise the issue in Belgian parliament. Meanwhile, the entire country was talking about online safety for children, resulting in more than 1.1 million euros in earned media and a total reach of 40 million people, that’s about four times the population of Belgium. This led to parliament unanimously approving a bill resulting in Belgium’s first commissioner dedicated to children’s online safety.
Agency	VML
Campaign	Call Glenn
Advertiser	Child Focus
Brand	Child Focus
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Date of First Broadcast/Publication	Subscribers Only
Business Sector	Subscribers Only
Story	Subscribers Only
Media Type	Case Study
Length	134 seconds
Chief Creative Officer	Kl....je G...e Subscribers Only
Executive Creative Director	K...er Ja....ns Subscribers Only
Executive Creative Director	A...n T...as Subscribers Only
Creative Team	T...s ..n L..n Subscribers Only
Creative Team	P....ck Ve.....en Subscribers Only
Design Director	J....ey U..n Subscribers Only
MOTION DESIGN	M...el N...et Subscribers Only
MOTION DESIGN	A....as .e R...er Subscribers Only
MOTION DESIGN	K...l ..n G...t Subscribers Only
Photographer	G..g Sm....rs Subscribers Only
Production Company	..A .e M...en Subscribers Only
Executive Producer	E...e Ro....au Subscribers Only
Producer	R..a C...s Subscribers Only
Director of Photography (DOP)	G...t Ve.....ete Subscribers Only
Director of Photography (DOP)	L...en Bu....ns Subscribers Only