France is the 4th country hosting pedophile content and 50% of the images exchanged between pedophiles around the world are taken and shared by parents themselves on social media.

This trend of frequently use social media to share photos or other details and information about one's child has a name: "sharenting", a mix between sharing and parenting.

Pedophiles recover these images to make photo montages with sexual character and can use the collected information to sexting and grooming, sexual exploitation, incitement to prostitution...

Cameleon, a French association, wanted to highlight this problem and challenge the French government to increase the means to fight against cyber-pedophiles.

RECREATION is a photo exhibition in Paris. Throughout the visit, people discover pictures of children posted by parents on social networks. The photos illustrate a daily life of children full of joy, innocence, and a certain intimacy.

But in the last room, we reveal a shocking message projected on the wall: "All the children’s pictures you have just seen were taken from the computer of a cyber-pedophile."

In this room, which is completely different than the others, visitors are totally plunged into darkness and discover only a desk, a computer, and an external hard disk under judicial seal.

At the end of the exhibition, visitors could talk with members of the Cameleon association to obtain more information and sign a petition.

First, we create this emotional exhibition to make parents aware of the danger they are exposing their children to. Our initial target audience would be Millennials and Gen Y parents, selected for their behavior on social media and their tendencies to easily share content of their children. The exhibition ended with an exchange with the association members and a petition to sign.

More than awareness, our objective was to push the government to act against cyber-pedocriminality. So, to launch this live experience, we invited politicians, journalists, and influencers at the opening.

We filmed the exhibition to create a short-form video designed to be powerful to share. This one was always linked to the CTA petition. Over 13,000 signatures in less than two days.

By building the conversation in this way, our action quickly became newsworthy and Cameleon became a point of reference in the media on this topic.

RECREATION is a photo exhibition in Paris that took place in October 2022. Throughout the visit, people discover pictures of children posted by parents on social networks. The photos illustrate a daily life of children full of joy, innocence, and a certain intimacy.

But in the last room, we reveal a shocking message projected on the wall: "All the children’s pictures you have just seen were taken from the computer of a cyber-pedophile."

In this room, which is completely different than the others, visitors are totally plunged into darkness and discover only a desk, a computer, and an external hard disk under judicial seal.

At the end of the exhibition, a film brought this live experience to those who could not attend this emotional moment and Cameleon quickly became a point of reference in the media. This attention finally brought about concrete progress in the political life.

After 10 days of exhibition, we had more than 3,000 visitors and over 13,000 signatures on our petition.

Our message was amplified by the most important news show of the country: BFM, France 2, BRUT, etc. represented over 33M impressions without paid media.

This media attention finally brought about concrete progress: We reached more than 40 politicians including Ministers. Bruno STUDER, member of Parliament, invited the association to create and propose a law to to regulate the posting of children on social networks.

The Government increased the number of investigators dedicated to the cause from 17 to 150 and provided 10M€ for children protection.

But it didn’t end there. The First Lady asked to meet the association and made it a member of the international Children Online Protection Lab that Emmanuel Macron,

the French President, launched to create technical, organizational and educational tools to fight against cyber-pedophiles.