We let a young girl, Jessica Stevens, open an account on Twitter. She tweets about the fun things in (her) life daily. Within months Jessica has thousands of followers. Then, she falls in love and moves in with her new boyfriend. After weeks, he starts getting violent. She shares these sad episodes with her followers as well. When she finally ends up in the hospital with a broken collar bone, we reveal that Jessica is not a real person, but that her story is real and happening daily. And that when you notice domestic violence, you should take immediate action.

Tens of thousands of Twitter members were confronted with their own lack of action. The shock when we revealed the real story led to a huge number of retweets and discussions. Also, we asked several Dutch celebrities to dedicate one tweet to Jessica, which they gladly did. Apart from this, the campaign got a a lot of on- and offline publicity, broadening the audience reached to hundreds of thousands of people. And making it possible for the Willpower Foundation to tell their story over and over again in interviews. All this was achieved without spending one Euro on media.