We partnered with Rimmel London to launch a global campaign to create awareness of beauty cyberbullying and its effects on people of all ages.
Ahead of its official launch, we worked together on developing the concept for an impactful campaign to raise awareness of the problem through social media and the wider web. A script was developed, and then a production was set into motion and shot on location in a studio setting. A number of Rimmel London ambassadors, social media influencers, and beauty bloggers who had personally experienced beauty cyberbullying took part in the shoot.
The mission of the #IWillNotBeDeleted campaign was to demonstrate the devastating impact that abusive comments can have on people while creating a narrative that would empower people to recognize and celebrate their own beauty. Additional issues addressed by the campaign included prejudice, discrimination, gender, and equality.
In October 2018, the video was launched ahead of Anti-Bullying Week following a special launch event in London with Rimmel Ambassadors Cara Delevingne and Rita Ora. At the event, it was also announced that Rimmel London would be supporting the development of a groundbreaking artificial intelligence support product named Cybersmile Assistant. The AI smart assistant would help people with issues related to anxiety, cyberbullying, depression, eating disorders, mental health, and more.