There’s a new magazine in Belgium and gosh it looks like the world’s most famous “men’s magazine”. The confronting parody, Payboy, exists to highlight the growing threat of financial sextortion among young people, and to expose the mechanisms and dangers of online extortion. It’s a campaign by VML, and it launched for Child Focus on November 18, the European Day for the Protection of Children against Sexual Exploitation and Sexual Abuse.
Financial sextortion is a serious and rapidly increasing problem. Young people, 93% of them boys, are approached online by seemingly attractive girls. In reality, these profiles are often operated by men, and even criminal gangs. They manipulate young people, seduce them into sending nude pictures and then apply pressure. What begins as an innocent chat increasingly ends with, “Pay up, or your nudes go online.” With Payboy, Child Focus aims to protect young people and raise their awareness of this danger.
The campaign is a clear nod to Playboy, but with a sinister twist. Instead of the familiar seductive content, Payboy reveals the fake profiles and misleading photos and videos that criminals use to lure young people into their trap. You should read Payboy especially for the articles. Young people and parents discover the harsh reality of blackmail and extortion behind its profiles. The magazine explains how to recognise, prevent and deal with (financial) sextortion. It includes testimonies of victims and makes visible how perpetrators work.
Nel Broothaerts, CEO of Child Focus: “Many victims carry this burden alone, out of shame. They were enticed into sharing a nude photo and fear how the people around them will react. That’s exactly what perpetrators exploit. But it is never the victim’s fault. You were lured into a trap. Payboy wants to inform young people, but above all to break through that shame and encourage victims to speak up and report sextortion.”
The campaign is running on social media (TikTok, Snapchat & Instagram) and (D)OOH. Influencers have also received a copy and are sharing the magazine with their followers. For example, DJ Lost Frequencies has already encouraged his 1.4 million followers to read Payboy. Because the campaign primarily targets young people, all assets refer to payboy.be
In the days following the launch, the Payboy campaign was picked up widely by Belgian media. All major news outlets, radio stations and online press reported on Payboy, amplifying its message and sparking a broad public debate. Influencers and experts also joined the conversation, helping Child Focus reach even more young people and parents.
