Everyone should be able to express themselves without fear of judgment, criticism, or shame. That’s why Rimmel commissioned a global study to investigate the problem of online beauty bullying – revealing that in 2017, 115 million images were deleted from social media because of it.
To raise awareness, we partnered with The Cybersmile Foundation to launch a global campaign during Anti-Bullying Week featuring the faces, voices, and experiences of real victims who’ve overcome the trolling – with brand ambassadors @RitaOra and @CaraDelevingne showing their support. The campaign kicked off with social posts censored by real comments our cast has received to show what the world would look like if we let the negativity take over. All driving to a film featuring their brave, honest responses to it all.
Together with artist @RayBlk, we turned our cast’s stories into spoken word and invited each one to speak their truth to camera in an inspiring act of defiance.
Awarded a D&AD Wood Pencil for Casting.
Featured in Ad Age, Campaign, The Drum, Shots, BBC News, The Daily Mail, Dazed Beauty, Pop Sugar.