AMNESTY
INTERNATIONAL
(FRANCE)

KidTok Shop

( PR Stunt )

Making the invisible visible

( OUR IMPACT )

Create the image of the day.

( INSIGHT )

If it’s free, you are the product.

( CONTEXT )

During Black Week — a moment when commercial logic reaches its peak — repurpose packaging and promotional codes to reveal the commodification of children’s mental health with a strong concept: “KidTok Shop”

( CURRENT EVENT )

A 15-year-old girl “packaged” inside a doll box to denounce how TikTok turns young people’s vulnerability into a source of profit.

Results

Over ( €550 000 ) EMV (Earned Media Value),
( 40 ) media coverages, ( 20 ) million d’impression on posts dedicated to the topic on the @AmnestyInternationalFrance account.

( +17 % ) increase in visibility of the subject during the campaign.

A petition signed by ( 123 500 ) people.
⁠And most importantly: the campaign sparked a discussion about TikTok’s impact on young people’s mental health.