A full marketing campaign addressing cyberbullying — from research and strategy to visual output and video production, all built around one clear message: Heb Respect.
A full marketing campaign addressing cyberbullying among young people in the Netherlands — from research and strategy to visual output and video production.
The campaign asks a simple but uncomfortable question: why is behaviour online that we’d never accept offline still treated as normal?
Research focused on cyberbullying among youth in the Netherlands — how it happens, where it happens, and why existing interventions struggle to land.
The findings shaped both the message and the channels: meet young people where the bullying actually takes place — on the platforms they live on.
The “Heb Respect” message doesn’t lecture — it holds up a mirror. The campaign reframes online behaviour as a choice: respect is something you give, not something you earn.
Visuals contrast the anonymity of the screen with the very real person on the other side of it.
A complete campaign package — from foundation to final assets.