KPN confronts online exclusion

With young people spending on average around 4.1 hours a day in online group chats, a new form of bullying – where someone is deliberately ignored, blocked, or removed online – is becoming increasingly common.  

To raise awareness, Dutch telco KPN is launching this emotive and impactful film, created by Dentsu Creative Amsterdam and directed by Dark Alley Pictures' Emma Branderhorst, who helmed the brand's first award-winning campaign A Piece of Me.

The title, Everyone Except, is based on research which reveals that the names of group chats are often changed to ‘Everyone Except’ followed by the name of the victim. The story centres around a teen boy who’s rejected from his friend group, both in person and online, demonstrating how profound the impact of this form of exclusion can be, and how the choices of bystanders can make all the difference. 

Supported by the soundtrack Buut Vrij by S10, the story makes the issue feel tangible and calls on young people, parents, and teachers to start the conversation. Part of KPN's #BetterInternet initiative, it was made in collaboration with experts Stichting School & Veiligheid, Helpwanted, Stop Pesten Nu, De Kindertelefoon and Dr. Remco Spithoven.