50% of child pornography is originally posted by parents on social networks. Unfortunately, parents don’t know that.

We decided to reach parents through a new medium. While we could have opted for a conventional campaign, we chose to immerse ourselves in a pivotal moment: reading a bedtime story to their child. Consequently, we transformed a children’s book into a genuine awareness medium, targeting parents when they are most vulnerable—while in the presence of their child. In this regard, our work is relevant to the media category because we envisioned a novel way to connect with parents and raise awareness

The subject of "sharenting" is deeply rooted in our society.

Once harmless, the sharing of children's photos on social networks has become so widespread that it now reflects a major socio-cultural development.

The notion of a digital trace, inherent in all online sharing, accentuates the importance of this subject, particularly for minors who have never given their consent. Children's photos posted on social networks can have a considerable impact on their digital identity, potentially exposing them to current and future risks.

By carrying out this operation, we have enabled parents to realize the impact of what they post on social media, and this campaign has enabled influencers to rethink the way they do things and encourage their followers to do the same. As an echo of this, we sent our book to members of parliament, this stimulate debate, who were able to take it with them to the assembly, which led to the passage on 19 February of a law guaranteeing children's image rights in France.

We also promoted our book at FNAC, a major cultural retailer in France. Its shop on the Champs Élysées is a major venue.

Our campaign would not have worked without the involvement of the advertising agencies who offered us DOOH positions.

L'Enfant Bleu is a French association that fights against child abuse. For years, l’Enfant Bleu is on the ground helping thousands of children in France, with the help of its psychologists and legal experts.

50% of child pornography is originally posted by parents on social networks. This is a scourge for the association L'Enfant Bleu - Enfance maltraitée, whose purpose is to protect children, wanted to tackle. L'Enfant Bleu therefore addressed all French people, and parents in particular, to alert them to the dangers of sharenting (share + parenting).

Parents who are unaware of the impact of their posts, and most of whom are unaware that their profile is public, and therefore accessible to all kinds of people, including the most malicious.

L'Enfant Bleu has launched "The Hidden Story" campaign, the first children's book to secretly alert parents to the dangers of sharenting.

Parents are always looking for new stories to read to their children. Our story has meaning, it's out of the ordinary.

When parents read the book with their children, they discover together a cute story about pictures of teady bear’s. But for parents, the story doesn't end there. They have to reread the book and replace the references to the teady bear’s with their child. Sitting next to each other, the parents realize that these cuddly toy fans are in fact cyber pedophiles who are hijacking their photos. At the end of the story, parents could find on the association's website all the advice they needed to protect their content on their social networks, so that their children's photos were no longer accessible to anyone.

50% of child pornography is originally posted by parents on social networks.

L'Enfant Bleu has therefore addressed parents, photo distributors and children's guardians to alert them to the danger of sharenting (sharing + parenting). And the use is massive, as parents post an average of 1,300 photos of their children before they reach the age of 13.

To get this message across, L'Enfant Bleu did not want to be moralistic, but to alert and educate in an unconscious way to reach as many parents as possible.

The book's release date is no coincidence. The campaign was launched at the start of the summer holidays, a time when parents tend to share more photos of their children, particularly children in swimwear’s, on the beach, less dressed than usual...

Read “The Hidden Story” and be careful before publishing your children’s photos on social media”.

The Hidden Story book was created in physical and digital.

The importance of the physical product is that it can be held in the hands. This is a key factor in the deployment of public relations and in capturing the attention and memory of our over-solicited targets. We sent the book to journalists and obviously to influencers who share photos of their children. We also distributed the book in the largest FNAC shop in Paris (leading cultural retailer). The physical version was also sent to French senators and deputies so that they could talk about the dangers of sharenting.

The digital version was promoted through DOOH all over France, in train stations, underground stations and shopping centre: people could scan a QR code and access the digital version of the book.

We released the book just before summer holidays? The moment when parents share the most pics of their children

More than 800,000 parents have read our story. Even the most influential parents have admitted publicly that they were unaware of the danger of their actions. The Hidden Story has made influencers, their followers and many parents rethink the way they share content.

Our campaign attracted the attention of the country's major media. Their coverage amplified the impact of the campaign and gave it greater visibility (1M media impressions gained and 950M in PR).

The impact resonated deeply with parents, even catching the attention of the Prime Minister and MPs. Consequently, France became the world’s first country to enact legislation safeguarding the right to sharenting.

Because this issue transcends borders, we globally disseminated the book (translated into 12 languages) with the aim that all parents will eventually recognize and adopt this behavioral shift. We hope other governments will also embrace France’s pioneering initiative.