We teamed up with adam&eveDDB to develop "Trolling is Ugly," an anti-trolling campaign that promoted body confidence and self-empowerment. The campaign became an internationally recognized initiative, with coverage from the world's most recognized news organizations and publications in over 10 countries.
The objective of the campaign was to highlight the scale of the problem and show the potential impact that negative and abusive comments on social media could have on young people.
To launch the campaign, Chessie King released a series of photos and videos of herself discussing how she had worked hard to finally be comfortable in her own body. Chessie received a high number of abusive messages, and in response to the abusive comments she was receiving on her Instagram, the video content was altered in real-time relative to the abuse she was getting, showing the impact that these kinds of comments can have. This was then edited into a video and released, showing the transformation from her natural self into an unrecognizable person.