Pictures without pictures. A small but powerful campaign for Kinderschutz Schweiz raising awareness about the dangers of parents sharing their children's photos online.

At the beginning of the summer vacations, we launched three social media ads describing photos of children in text form instead of showing the actual photos, adding the message: "no matter how cute they are – don't share photos of your children online."

Subsequently, social media users will take up the theme and post their own "pictures without pictures". The simple mechanics of the campaign make it easy to reproduce for everyone spreading the message.