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."