"Telco providers are always looking for innovations to make their products faster, smarter and better. But all this innovative thinking isn’t always improving people’s lives. This is why Telenet took responsibility and launched TelenetGo. A cross platform ongoing program that helps people to only get the best out of technology and prevent the darker side. One of the bigger problems to be tackled was sextortion, a danger that comes with sexting. We didn’t want people to stop sexting as this has become a normal way of sexual expression between two people. But we had to find a way to make it safer and to educate people about its dangers.

The objectives of the campaign were not sales related but purely image. Telenet wanted to be seen as a brand that truly understands its consumers and their digital way of living.

"One in three people engages in sexting. But often they get into trouble when the receiver starts sharing their nudes with others. To help prevent this, Telenet and Child Focus developed the .comdom app: a ‘digital condom’ to make the sexting experience safer

"We decided to work together with various known experts on the subject and even with Child Focus, a famous organization in Belgium that battles sexual abuse of minors. This gave the innovative app the credibility it needed to thrive as a PR campaign.

By making the project bigger than just Telenet, we could also add rich expert content and data to make our campaign even more interesting to journalists. Giving them all the tools to talk about the problem of sextortion and more importantly the solution developed by Telenet.

"

"We developed the .comdom app: an innovative mobile application to make sexting safer.

After taking a sexy selfie, .comdom asks you to fill in the personal details of the receiver. A customised algorithm then creatively uses watermarking technology to turn this information into a personalized unique watermark that covers the entire image. The algorithm randomly varies the text in font, size, placement and filters used. Making it as good as impossible for the receiver to spread your picture without ruining their own reputation. During the process of making the picture and editing it the user even receives more tips and tricks.

The app was promoted with a funny social campaign to directly targeted to young people, informative smart talks to parents and a PR campaign

"- 45 million impressions

- Number 4 in the app store.

- 615k in earned media

- Digital condom was even nominated for word of the year.