The Cybersmile Foundation: #Trollingisugly

The Cybersmile Foundation, an anti-bullying non-profit, created a social experiment with Instagram influencer Chessie to bring cyberbullying to the forefront in the UK.

Campaign details

Advertiser: The Cybersmile FoundationBrand: The Cybersmile FoundationAgency: adam&eveDDB LondonCountry: United Kingdom

Objectives

Context

Forget the trials and tribulations of Adrian Mole.

Today's youth have to deal with online abuse, revenge porn and DM death threats.

Although not necessarily known by name (Ditch the Label, 2017) cyberbullying is all over the internet. And it's getting worse as the online world pervades young people's lives.

Cyberbullying is wider reaching than traditional forms of bullyin (Public Health England, 2014) with 43% of teens falling victim3. And it destroys lives: making young people...

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