KPN - EVERYONE EXCEPT

1 in 4 teens experience online exclusion monthly. To tackle and show how being left out of group chats affects mental health, we made the Everyone Except campaign.

Core of the campaign is a 4,5 min short film that shows how exclusion works and how bystanders can make a difference. The film features the song Buut Vrij (Home Free) by Dutch singer-songwriter S10 and screened in 114 cinemas across the Netherlands, on TV and online. The title of the campaign comes from research showing that group chats are often renamed ‘Everyone Except’ followed by the victim’s name.

Short film:

In class, teens can explore key scenes from the film and see how each one changes when a bystander stands up.

On the platforms itself we also addressed how bystanders can make a difference. On Snap you’re placed in the feet of the bystander and the camera switches to selfie mode - asking: What would you do? Stand up or wait?

On social media, a video series with three young people’s real stories illustrated the effects of exclusion. One of the real stories came from Boaz:

More means following soon