LONDON—“Piece of Me,” a campaign conducted for Dutch telecommunications company KPN by a variety of agency partners, took home the Platinum SABRE Award for the best public relations campaign in the EMEA region last year at last nights EMEA SABRE Awards ceremony in London.

The “Piece of Me” was a real team effort, with outside agencies Dentsu Creative, Mindshare Netherlands, Wefilm Creative Agency, Amp.Amsterdam/The Sonic Branding Company, Emma Branderhorst, A Bigger Circle & team5pm, and Het PR Bureau, all providing strategic or creative support to the winning campaign.

In a highly competitive market, KPN made the decision to differentiate itself based on values, not value. The #BetterInternet platform was a project to make the internet safer, more sustainable and more socially inclusive, using a TikTok talk show to generate unfiltered insight into what online safety meant to the audience, focusing on the sharing of sexual images without consent.



Partnering with one of the most popular artists in the Netherlands, the campaign created a gold record with 19 million online views, improved brand consideration and trust for KPN, and was influential in the passage of the Dutch Sexual Crimes Act, making it illegal to share intimate content without consent.

The “Piece of Me” campaign beat out four other finalists for the night’s top honors. They were, in order:
2. No One Escapes Justice: How Miller Stopped a Rigged Mobilization and Protected a Child’s Rights in Wartime Ukraine
3. The Story of Britain’s Last Coal-Fired Power Station—Uniper with Burson UK
4. Stitch and Spice—Puma with MSL UK
5. The Tiniest Room—Save the Children with Golin Romania

The biggest winners on the night were global agencies Burson and Golin and UK creative shop Hope & Glory, who each took home five trophies. There were four trophies each for Edelman, Ketchum, and Weber Shandwick (including one for the now independent Swedish affiliate Prime Weber Shandwick), and three apiece for MSL and Ogilvy.

“The amazing variety of important work that we celebrated this year was perhaps the best we have ever seen,” says Paul Holmes, who chaired the SABRE jury. “Just to make the shortlist, campaigns had to demonstrate breakthrough creativity and real-world impact, but many of the winners were at a different level, addressing critical issues and business challenges and demonstrating the power of public relations to drive real change.”

A complete list of this year's winners can be found here.