Feminist Collective Against Rape launched Laura_JSD92 in France in November 2016, a CLM BBDO digital social experiment using a fictional teenage profile to
How Feminist Collective Against Rape Used a Fake Facebook Profile to Expose Sexual Predators in France
Laura_JSD92 is a 2016 digital public interest campaign created by CLM BBDO Paris for the Feminist Collective Against Rape, in which a fictitious teenage girl's Facebook profile was used as a social experiment to document and expose the predatory messages sent to young women online in France.
Collectif Féministe Contre le Viol, known as CFCV, is a French non-governmental organisation dedicated to supporting survivors of rape and sexual violence and to shaping public awareness around the conditions that enable such violence. In November 2016, the organisation and CLM BBDO launched Laura_JSD92 as a digital-first campaign, releasing a documentary film that revealed the content of real interactions received by the fictional profile named Laura. The campaign's geographic market was France, addressing a cultural and legal environment in which online harassment of young women had become an increasingly visible social concern.
The campaign's strategic objective was to make predatory online behaviour undeniable and impossible to dismiss. Rather than relying on statistics or survivor testimony alone, it constructed the conditions under which predatory contact would occur naturally, then captured and exposed that contact in documentary form. The result was a single media asset — a documentary film — distributed through digital channels, designed to generate public discourse and drive awareness of sexual violence against young women in France. The campaign sits within the broader Public Interest category and represents CLM BBDO's second documented collaboration with CFCV, following the 2015 campaign Le viol, parlons-en, which was created by New BBDO and launched in January of that year, as documented by cbnews.fr.
CLM BBDO identified a specific strategic insight to anchor Laura_JSD92. The most resistant audience for sexual assault awareness campaigns is not one that denies rape exists in extreme forms, but one that fails to recognise predatory behaviour in its everyday digital expressions. By constructing a fictional social media profile indistinguishable from a real teenage girl's account, the campaign eliminated the psychological distance that allows audiences to dismiss such behaviour as rare or exaggerated.
In France, violence against women communications during this period were funded through government campaigns, NGO resources, donated agency work, and free media placements rather than through any conventional commercial advertising market, according to Cfcv Asso and admtv.org. France's 2014 to 2016 National Action Plan on gender-based violence established a formal governmental framework for such communications, as documented by the European Institute for Gender Equality. This context meant that CFCV and CLM BBDO were operating within a publicly supported but resource-constrained environment, in which creative ambition had to substitute for media investment.
Within the French public interest communications space, campaigns addressing sexual violence competed for attention alongside government-funded initiatives from bodies such as the Secrétariat d'État chargé de l'Égalité entre les femmes et les hommes, as well as work by peer organisations documented by cfcv.asso.fr. The social experiment format, an approach also employed internationally by organisations and broadcasters producing hidden-camera documentary content, gave Laura_JSD92 a structural advantage: it produced evidence rather than argument. The campaign did not ask audiences to believe a claim. It showed them a record of what had already occurred, a distinction that meaningfully separates it from conventional public service advertising in the sexual assault awareness category.
Director Philippe André led the documentary execution of Laura_JSD92, working alongside director of photography David Ungaro to give the film the observational visual language of investigative journalism rather than advertising. The production was handled by Wanda Productions, with producer Jean-Pierre Crapart overseeing the physical production, editor Yann Malcor shaping the final cut, and sound mix delivered by Schmooze Paris. This assembled craft team gave the campaign production values consistent with documentary film rather than a standard public service announcement, a deliberate choice that reinforced the film's credibility as evidence.
Creative director Matthieu Elkaim, art director Charles Dessaux, and copywriter Sébastien Duhaud formed the core creative team at CLM BBDO Paris. The campaign's creative construct rested on a single formal decision: build Laura as a believable, fully realised digital persona, then allow real predatory behaviour to populate her story. Actress Juliette Lamboley performed the role of Laura, lending the profile and the film a human face that prevented the experiment from remaining abstract. Her presence in the documentary footage grounded what could have been an impersonal data exercise in lived emotional specificity.
The campaign comprised a single media asset, the documentary film itself, distributed through digital channels in France in November 2016. The restraint of that single-asset approach was itself a creative statement: the film was designed to be complete, self-contained, and shareable without supplementary material. The decision to let the documented predatory messages carry the persuasive weight, rather than voiceover, expert testimony, or graphic imagery, reflected a mature understanding of how documentary evidence functions differently from traditional advertising rhetoric in public interest communications.
No verified performance data for Laura_JSD92 is publicly available. No awards recognition for the campaign has been documented across Cannes Lions, the Effies, The One Show, D&AD, the Clios, the Webby Awards, or WARC Awards, as confirmed by Clapboard's editorial research. In the absence of audited reach, engagement, or conversion figures, the campaign's effectiveness is best assessed through its structural logic.
Laura_JSD92 earns a Clapboard Score of 63 out of 100. That score reflects a campaign that makes a genuinely distinctive creative choice — the social experiment format — and executes it with documentary credibility, while remaining constrained by its single-asset digital footprint and the absence of a measurable call to action or survivor support integration within the documented creative work.
Structurally, the campaign's greatest strength is its evidentiary approach. By generating real predatory messages directed at a fictional profile, it produced material that is resistant to the denial mechanisms that often neutralise conventional public service advertising. The film format, the professional production team from Wanda Productions, and the restrained single-asset distribution strategy all reinforce one another coherently. The campaign's primary structural limitation, from an effectiveness standpoint, is that the documentary evidence it generated is most powerful when seen in full, making viral fragmentation a risk rather than an amplifier. For an NGO operating within France's publicly supported but resource-constrained sexual violence communications environment, as described by cfcv.asso.fr, the campaign nonetheless represents a disciplined and credible deployment of creative resources in service of a specific and urgent public interest objective.
Laura_JSD92 is a November 2016 digital campaign created by CLM BBDO Paris for the Feminist Collective Against Rape in France. It used a fictional teenage Facebook profile as a social experiment to capture and expose real predatory messages sent to young women online, releasing the documented interactions as a public interest documentary film.
CLM BBDO Paris created Laura_JSD92 for CFCV, with creative director Matthieu Elkaim, art director Charles Dessaux, and copywriter Sébastien Duhaud leading the creative work. Director Philippe André helmed the documentary film, produced by Wanda Productions, with actress Juliette Lamboley playing the role of the fictional teenager Laura.
The campaign's strategy was to generate undeniable evidence of predatory online behaviour rather than making a conventional argument. By building a believable fictional profile indistinguishable from a real teenager's account, CLM BBDO allowed real predatory contact to occur and be documented, eliminating the psychological distance that lets audiences dismiss such behaviour as exaggerated.
No awards recognition for Laura_JSD92 has been documented across Cannes Lions, the Effies, The One Show, D&AD, the Clios, the Webby Awards, or WARC Awards. The campaign received a Clapboard Score of 63 out of 100, reflecting its creative distinctiveness alongside limitations including its single-asset format and absence of a documented call to action.
BBDO's relationship with CFCV is documented from January 2015, when New BBDO created Le viol, parlons-en for the organisation. CLM BBDO Paris then produced Laura_JSD92 in November 2016, representing approximately twenty-two months of agency collaboration with the Feminist Collective Against Rape across two distinct French public interest campaigns.
Laura_JSD92 was produced within a French public interest environment where sexual violence communications were funded through NGO resources, government campaigns, and donated agency work rather than commercial budgets, as documented by cfcv.asso.fr. France's 2014 to 2016 National Action Plan on gender-based violence, recorded by the European Institute for Gender Equality, provided the policy backdrop for the campaign's release.
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