Gen Z preferred to get the unfiltered truth. But crucially, we needed to understand how and where they communicate around sensitive subjects like online sexual abuse.

WTFFF instagram post
WTFFF Willie Wartaal

Gen Z insight 1

Gen Z has grown up in a completely digital world. They don’t see any difference between on— or offline.

Gen Z insight 2

They tend to be very open about sensitive subjects — but only when this subject is widely accepted.

Gen Z insight 3

When communicating, they tend to use hyperbole and exaggerations — using language up until its breaking point.

Reach:
800k+ kids

Based on the insights, we decided to focus on a social media-led campaign — comprising an Instagram page, a YouTube channel + series, an influencer campaign, and a PR campaign.

With the website’s aesthetic at the heart of the campaign we created an assets library: stylistic elements that can be pulled together in a playful way and used across different channels — including an ad campaign running on Instagram, YouTube, Snapchat, and Tiktok.

WTFFF Instagram wall

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