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Words Hurt IRL (2023)

Partner: Urban Decay

A digital wellbeing campaign with Urban Decay featuring a series of videos to help people remain safe online.

4.65M

Video Views

Total Video Views

66.2K

Engagements

Total Engagement

1399

Comments

Total Comments

5

Key Outcomes

Goals and KPIs Met

“We've always championed individuality at Urban Decay and believe that everyone should be able to freely express their authentic selves online without being subject to abuse.”

Eva ErdmannPresident, Urban Decay Global

Overview

We worked with Urban Decay to launch WORDS HURT IRL for a second consecutive year as part of our long-term partnership to address online bullying and abuse. The anti-cyberbullying campaign featured a hard-hitting video from world champion and world record-holding Paralympic swimmer Anastasia Pagonis.

The campaign featured a series of videos starring Anastasia, a firsthand victim of online abuse, which saw Anastasia share a range of tips to help people get the most out of social media while protecting themselves from online abuse.

Impact Summary

  • Achieved mainstream media coverage of the campaign
  • Utilized celebrities for maximum social and cultural impact
  • Exceeded the campaign goal of reaching 1M people
  • Encouraged people to think about their online interactions
  • Raised awareness of the true impact that words can have