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Words Hurt IRL (2022)

Partner: Urban Decay

An anti-cyberbullying campaign with Urban Decay featuring powerful call-to-action PSAs and personal cyberbullying testimonies.

4.65M

Video Views

Total Video Views

66.2K

Engagements

Total Engagement

1399

Comments

Total Comments

2022

Year Launched

Initiative Launch Date

5

Key Outcomes

Goals and KPIs Met

“This partnership to help educate our community is not just a moment for us, it's a constant commitment to be changemakers where we can help empower our community to stand up in their difference.”

Malena HigueraGeneral Manager, Urban Decay Cosmetics

Overview

Alongside Urban Decay, we launched WORDS HURT IRL as part of our long-term partnership to address online bullying and abuse. The anti-cyberbullying campaign featured a powerful, call-to-action video starring "Tall Girl" actress Ava Michelle.

The campaign featured a series of videos starring Michelle, a firsthand victim of bullying, both in real life and online. The video series shared an impactful synopsis of her personal story and inspired viewers to "stop giving hateful words power" and to "cancel online hate together."

Impact Summary

  • Exceeded 4M+ campaign video views
  • Achieved mainstream media coverage of the campaign
  • Utilized celebrities for maximum social and cultural impact
  • Empowered people to recognize and celebrate their own beauty
  • Raised awareness of the true impact that words can have