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Word Wounds

Partner: Ten Toes Media

Awareness campaign featuring leading sportspeople reminding internet users of the real-world impact that online abuse can have.

528K

Impressions

Total Impressions

13.6K

Engagements

Total Engagement

4.3K

Likes

Social Media Likes

2022

Year Launched

Initiative Launch Date

5

Key Outcomes

Goals and KPIs Met

“It's a real pleasure to work alongside Cybersmile on this campaign, which sees household names in football come together and call out online abuse and underline the way it can affect people away from the internet.”

Josh HershmanManaging Director, Ten Toes Media

Overview

Our "Word Wounds" campaign was launched as part of a long-term strategic partnership with creative agency Ten Toes Media to address the growing problem of online abuse in sports. The campaign featured leading sportspeople, including Jordan Henderson, Declan Rice, Harry Maguire, Kasper Schmeichel, Ben Mee, and Jermaine Jenas, who worked together to highlight the real-world implications of online abuse.

The campaign saw them share an edited selfie on their social media channels alongside a call to action to stop online abuse. The altered selfies depicted physical injuries overlaid on their faces, illustrating the real-life consequences of abusive words shared online.

Impact Summary

  • Reached 500K+ people with campaign message
  • Highlighted the power that words can carry onliine
  • Raised awareness of Cybersmile education and support resources
  • Encouraged meaningful conversation in sports
  • Utilized celebrities for maximum social and cultural impact