adam&eveDDB has released a pro-bono campaign for The Cybersmile Foundation, #TrollingIsUgly, to help combat cyberbullying.
Led by social media influencer and body confidence campaigner, Chessie King
, the campaign demonstrates the devastating effect that digital abuse can have on young people.
The campaign started with a post on Chessie’s Instagram profile where she talks about body confidence, which got over 150,000 views in the first 12 hours.
adam&eveDDB co-created content with Chessie throughout the following day on 11th April in response to genuine negative comments to her from online trolls.
This content was posted as a series of photos and videos to Chessie’s Instagram Story and altered her face and physique in line with the trolling. With each post Chessie became more and more distorted, eventually appearing in an unhuman like form as an amalgamation of the Insta-haters comments.
Earlier this month it was revealed that Chessie’s alien-like transformation was in fact a collaboration with adam&eveDDB and The Cybersmile Foundation, with people being directed to their website for help and advice: https://www.cybersmile.org.
Tammy Einav, joint CEO of adam&eveDDB, said: "The statistics surrounding the effects of cyberbullying, particularly on young women, are shocking. It’s been truly inspiring working with Chessie and Cybersmile; both of whom are doing brilliant things by speaking out and lending their voices to such an important and pertinent cause."
Dan Raisbeck, Co-Founder of The Cybersmile Foundation, said: "Body image is a huge issue for many people, especially young women. We hope this campaign encourages people to celebrate their individuality and understand that other people’s judgements do not define them.”
adam&eveDDB developed the campaign in response to the statistic to over 40% of all UK secondary or high school children have been bullied online and one in four have suffered repeated incidents. It is one of the most common forms of bullying for this age group.
Anyone experiencing or affected by the issues raised in this campaign should visit Cybersmile’s website for help and advice.
Creative Agency: Adam&Eve DDB
Chief Creative Officer: Richard Brim
Managing Partner: Miranda Hipwell
Planners: Martin Beverley
Agency Producer: Suzy MacGregor