People Not Profiles

We teamed up with Liverpool Football Club captain and England team member Jordan Henderson for People Not Profiles, a multi-purpose campaign designed to raise awareness of online abuse, provide access to education, and support resources while reminding people that there are real people with real feelings behind social media accounts.

Following the announcement of the campaign, we took control of Jordan's social media channels and shared a range of content created specifically for the campaign with his millions of followers. The content created and shared included practical tips, empowering messages, and first-hand accounts of real people affected by online abuse with honest insights into the real-life impact that cyberbullying and online abuse can have on people of all ages.

In addition to anonymized first-hand accounts from those affected, as part of the campaign, a number of elite athletes shared their own powerful accounts of cyberbullying and online abuse to raise awareness of the impact that it can have on people's mental health and overall wellbeing.

Each social media post shared throughout the campaign offered direct links to education and support resources relative to issues touched on within that particular case study. Topics covered included cyberbullying, mental health, racism, sexuality, and gender, to name a few.

Campaign assets were widely shared online, garnering millions of views and achieving significant international press coverage, amplifying the social impact of the campaign.

• Reached 30M+ people with campaign message
• Exceeded 2M+ campaign video views
• Educated 22K+ people on how to use online safety tools
• Achieved 720K+ engagements on social media
• Encouraged meaningful conversation around abuse in sport
• Increased awareness of the real impact of online abuse
• Achieved mainstream media coverage of the campaign
• Utilized celebrities for maximum social and cultural impact