Child Focus and VML launch “Payboy”

On 18 November, the European Day for the Protection of Children against Sexual Exploitation and Sexual Abuse, VML 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.

But you should especially read Payboy for the articles. Young people and parents discover the harsh reality of blackmail and extortion behind these profiles. The magazine explains how to recognise, prevent and deal with (financial) sextortion. It includes testimonies of victims and makes visible how perpetrators work.

Nel Broothaerts, CEO of Child Focus: “Many victims carry this burden alone, out of shame. They were enticed into sharing a nude photo and fear how the people around them will react. That’s exactly what perpetrators exploit. But it is never the victim’s fault. You were lured into a trap. Payboy wants to inform young people, but above all to break through that shame and encourage victims to speak up and report sextortion.”

The campaign runs via social media (TikTok, Snapchat & Instagram) and (D)OOH. Influencers have also received a copy and are sharing the magazine with their followers. For example, DJ Lost Frequencies has already encouraged his 1.4 million followers to read Payboy. Because the campaign primarily targets young people, all assets refer to payboy.be

CREDITS

Client: Child Focus
​Client Contact: Stephan Smets, Stéphanie Leyn, Selyna Ayuso Ferrandiz
​Agency: VML Belgium
​Executive Creative Directors: Kasper Janssens & Arjen Tarras
​Creation: Fleur Delanghe, Noa Luiten ​
​Account team: Pieter Van Schil, Lotte Munnik
​Design: Samuel Allemand
​Copywriters: Tomas Van Loon, Yves Donceel, Gavin Watt
​Art Director: Jasper Macken
​Strategy: Jef Pelkmans
​Motion Design: Samuel Allemand, Jérémie Mavanga
​DTP: Theo Hagtingius
​Development: Bram Verdyck, Stijn Van Minnebruggen, Sam Serrien
​RTV Producer: Thomas Antoni
​Sound design: Menno Van Riet