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The Filtered Life

Partner: Brita

Action campaign with BRITA and Steph Curry encouraging people to filter out the hate online for a better, brighter, more inclusive internet.

200M+

Impressions

Total Impressions

10M

Video Views

Total Video Views

11K

Engagements

Total Engagement

4.2K

Downloads

Total Downloads

2017

Year Launched

Initiative Launch Date

7

Key Outcomes

Goals and KPIs Met

“We couldn't have found a better partner for this important mission than Cybersmile. Their dedication to tackling all forms of digital abuse while promoting diversity and inclusion aligns perfectly with BRITA's goals.”

Tad KittredgeDirector of Marketing, BRITA

Overview

Brita, the iconic makers of water filters, wanted to address online bullying with a campaign to filter out the hate and encourage a more inclusive internet. Teaming up with us alongside NBA star Stephen Curry, who regularly experiences online harassment, The Filtered Life campaign was launched. As part of the initiative, a fun Filter Your Feed tool was released as a standalone app to help users filter out negativity from their own social media feeds.

To kick off the campaign, we worked with Brita to launch a PSA video to highlight the campaign, which included Stephen Curry and a host of guest speakers discussing the topic of online harassment and abuse.

Impact Summary

  • Reached 200M+ people with campaign message
  • Exceeded 10M+ campaign video views
  • Enabled self-deletion of 50,000 negative social posts
  • Featured on The Late Late Show with James Corden
  • Utilized celebrities for maximum social and cultural impact
  • Promoted messages of kindness and inclusion
  • Developed app to remove negative interactions

Awards & Nominations