An advert produced by KPN to highlight the problem of photos and videos being shared without consent has won a top international award.

Stukje van Mij (“Piece of Me”) was a viral hit after being made as part of the telecoms firm’s “Better Internet” campaign to promote discussion of the issue.

It was selected from 5,500 entries to be named the best PR campaign of the year at the Sabre awards, which recognise adverts with a strong social impact.

The accompanying song by MEAU overtook Beyoncé in the Spotify charts and the advert has been included on school curricula and discussed widely in online communities.

The advert, made by 29-year-old Amsterdam-based director Emma Brandenhorst, has already been recognised with a Platinum award at the European Sabre awards earlier this year and a Grand Prix at Cannes. It is the first time a Dutch advertising campaign has won the top global Sabre award.

“This recognition shows that our efforts to tell stories that really connect are valued not just in the Netherlands but worldwide,” said Dave Frauenfelder, vice-president of market communications at KPN.

“It’s a fantastic confirmation of the power of authentic communication where creativity, social relevance and emotion come together. What started out as a start for a better internet has grown into one of the most decorated and impactful campaigns in the world.”