Mapping Online Tensions To Inspire The Next Campaign

Following a brief to make online safety tangible for a new generation, we partnered with a leading telecom and their creative agency to uncover where the digital world quietly breaks down in everyday life. Rather than starting from macro narratives around safety, misinformation and screen time, we focused on the small, often overlooked moments where things actually start to feel off: the message that lingers, the algorithm that pulls you in, the interaction that doesn’t feel quite right. We designed a month-long digital diary with young people across the Netherlands, capturing these frictions in real time through the platforms where they naturally exist. Instead of retrospective answers, participants shared screenshots, voice notes and in-the-moment reflections, allowing us to build a raw, unfiltered picture of their digital lives. From this, we mapped recurring patterns, emotional triggers and behavioural tensions, translating micro-moments into clear friction territories and strategic themes. Crucially, this moved the conversation away from abstract trends towards something far more tangible, human and actionable to make great advertisement around.