The Ministry of Justice commissioned us to create a campaign aimed specifically at young citizens: many don't realise that personal information they share online isn't only visible to them and their friends but can often be easily viewed by undesirable people with dodgy intentions.The aims of this campaign are:* To raise awareness amongst young people about cybercrime in a way that is relevant to them.* To give advice on what they can do to prevent misuse of personal information online.

85% of Dutch youngsters have a personal profile on social network 'Hyves'. So we decided to create an 'ambush' on Hyves: Hyvers could send each other a 'Hyves video message' which was a fake layout identical to the 'Hyves message inbox'. The title of this message was 'You are more famous than you think!' and included a personalized video wrapped in a fake YouTube player. The video showed a group of criminals in a basement, speaking a made-up language and collecting personal data which, as the film progressed, turned out to be the person currently logged on.

We went live by releasing a single link on Twitter on a Wednesday. This spread and resulted in 54,661 page-views for the first day and 2,505,690 page-views for the following Friday. On Friday the campaign was picked up by all leading on and offline news channels and main item in NOS Kids News (Jeugdjournaal) in the evening. In just seven days the viral was sent-to-friends 7,014,285 times and viewed 5,113,115 times, making it the biggest social media viral campaign in the Netherlands ever (total Dutch population is 16,500,000). Mediabuy was € 2,500 (Hyves minisite), with free-publicity valued at € 1,200,000.

85% of Dutch youngsters have a profile on social network Hyves, which they use on a daily basis. So the best way to warn them about the dangers is to do something on the Hyves network. By undertaking a campaign on Hyves we knew that each individual would be logged on with their own profile, which meant we could do something tailor-made/personalised using information from their specific profile.