Child Focus and VML launch an unbearable campaign

The internet offers numerous opportunities but also comes with dangers. On February 11, Safer Internet Day, VML and Child Focus called for increased awareness of these dangers with a powerful awareness campaign against a disturbing new online threat: deepnudes.

Deepnudes are realistic-looking, fake nude images created using artificial intelligence (AI). Recent research shows that 12.8% of Belgian youth are aware of deepnude apps, and 60.5% of them have even attempted to create a deepnude. The impact of these fake images? Just as devastating as real ones, with unbearable consequences for the victims, such as emotional and reputational damage.

The Unwearable Wardrobe: statement pieces against online abuse

VML and Child Focus joined forces for a symbolic sale on Vinted. On The Unwearable Wardrobe account, victims’ clothing items were listed. Not because they no longer liked them, but because these clothes had become unbearable to wear due to deepnudes. The clothes are not meant to be sold but to tell the story behind each piece: the story of the impact of deepnudes. Every item in this online wardrobe is a statement piece. The description of each garment included the emotional price the victim had to pay. The listed price? €1160.00. A symbolic amount referring to the Child Focus helpline, where victims can seek help and support.

Familiar faces support the campaign

The campaign was launched on social media, with support from Danira Boukhriss Terkessidis, who was herself a victim of deepnudes. Her involvement highlights the severity of the issue and helps raise awareness among a broader audience. This was the first time Danira spoke about her experience publicly. On her Instagram channel, she announced a closet sale. Her followers were thus, without immediately realizing it, redirected to our Vinted campaign page, where her story and those of other victims were shared. The day after her surprising stunt, Child Focus claimed the campaign with a gripping movie on social media. Karen Damen and Veronique De Kock, both past victims of deepfakes, helped spread the campaign further.

A call for awareness

This campaign is a wake-up call for young people and society: deepnudes are not a harmless joke but a criminal form of online abuse with far-reaching consequences. With The Unwearable Wardrobe, Child Focus aims to start the conversation, raise awareness, and give victims a voice.

CREDITS

Client: Child Focus
​Client Contact: Stephan Smets, Stéphanie Leyn, Selyna Ayuso Ferrandiz
​Agency: VML
​Chief Creative Officer: Klaartje Galle ​ ​
​Executive Creative Directors: Kasper Janssens & Arjen Tarras ​ ​
​Creation: Noa Luiten, Jasper Macken ​
​Strategy: Jef Pelkmans, Gaëlle Maes, Mit Pynenborg
​Account Team: Jessica Jacobs, Pieter Van Schil ​ ​ ​ ​
​Design: Davy Dooms
​Copywriter: Jelle Raats, Yves Donceel
​Agency Producers: Thomas Antoni, Caroline Van Ranst
​Editor: Ward Geerts, Andreas De Ridder ​
​Sound Engineer: Menno Van Riet ​
​Production Company: AKA De Mensen
​Director/DOP: Lieven Bulckens