We orchestrated a genuine PR strategy to promote our book and maximize its impact. In addition to raising awareness among parents, it was crucial for us to also engage public authorities.

To achieve this, we reached out to French parliamentarians, sending them copies of the book and emphasizing the urgency of legislating on sharenting. Simultaneously, we collaborated with the media to make sharenting a central topic during the summer. This approach proved successful, as major media outlets covered the issue, leading to the subsequent adoption of the law

Sharing children's photos on social networks has become so massive that it now reflects a major socio-cultural evolution. Children's photos posted on social networks can have a huge impact on their digital identity, potentially exposing them to current and future risks. We cannot forget that minors don't give their consent for their images to be shared or do not have the understanding to do so.

The subject of "sharenting" is deeply rooted in our society. Once anodyne, the sharing of children's photos on social networks has become so massive that it now reflects a major socio-cultural evolution. 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 huge impact on their digital identity, potentially exposing them to current and future risks. These issues are increasingly being discussed, from schools to homes to the French National Assembly.

The distribution through FNAC, a major cultural retailer in France, and the focus on the summer holiday season align with cultural nuances. The references to specific locations, like Champs Elysées, and involvement of advertising agencies familiar in the French context contribute to the campaign's cultural relevance.

50% of child pornography is originally posted by parents on social networks. This is a scourge that the association L'Enfant Bleu - Enfance maltraitée, whose raison d'être is the protection of 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.

We wanted to turn the topic of sharenting into a genuine societal issue during the summer. To achieve this, we massively distributed the book to French citizens, but we also relied on journalists and parliamentarians.

By personally delivering the book to them and alerting them about what sharenting entails, we helped them realize the magnitude of the phenomenon and its risks. They embraced the topic, and the book became an easy talking point on TV shows. This subject allowed us to invite association leaders to numerous channels.

Subsequently, we leveraged our influence to convince the deputies of the merits of the proposed law in parliament. A few weeks later, all the involved deputies voted in favor of the law, making France the first country in the world to pass legislation against sharenting1

We wanted the book to be an essential item to pack in your suitcase before the summer holidays—a pivotal moment in sharenting. So, we sent out the press release on July 10. Our target included news media, mainstream outlets (TV news, radio, shows, daily and national press), youth media, Gen Z, and parents. We provided the book to the media, aiming for it to be featured on TV sets and televised news. Additionally, our PR strategy involved influencer outreach, delivering the book to a select group of influencers so they could read it to their children (without paid promotions or brand content).

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). We had spin-offs from 42 media outlets ( major Frenchs medias outlets like TF1, Ouest France...), with a potential reach of 284.9 million.

The impact was so strong with parents that it also reached the Prime Minister and MPs, leading to the adoption of a law enabling France to become the first country in the world to adopt a law guaranteeing protection of the right to sharenting.

Because this problem knows no borders, we distributed the book worldwide (translated into 12 languages) in the hopes of one day that all parents become aware and follow this change of behaviour. Hopefully it will be the same for other governments that will align with France’s leading initiative.