We are proud to announce the launch of a new online safety campaign utilizing AI to raise awareness of the long-term impact that words can have on young people. Our 'Words are Permanent' initiative will appear across key out-of-home sites, national print, online publications, and social media platforms from today.
The campaign, developed in partnership with creative agency adam&eveDDB, takes real abusive comments made to young people online and turns them into striking permanent tattoos on the faces of photorealistic AI-generated children. The initiative highlights the way online comments only take a few seconds to type but can cause permanent damage to the person being targeted.
This campaign is a thought-provoking example of the of the very dangers of cyberbullying that we work to tackle every day. While the images were generated with AI, the comments are all sadly real. Our hope is that the bold nature of these images will inspire change - by amplifying how harmful such comments can be and letting victims of online abuse know where they can get some support.
Scott Freeman, CEO, The Cybersmile Foundation
The AI-generated visuals, created with Untold Studios, emphasise the harmful long-term impact of online abuse and encourage people to visit our website, where they can learn more about the issue, access support, and download educational resources.
It's shocking to see how cruel people can be online - in particular, regarding comments targeted at children. This is why we needed a campaign with a big impact to make people feel something and draw attention to the issue, drive conversation, and signpost support. This is a subject close to our hearts, and we hope the work plays a part in creating positive change.
Ant Nelson and Mike Sutherland, Chief Creative Officers, adam&eveDDB
With 88% of Gen Z indicating that social media use negatively affects their mental health*, young people in the UK are being deeply affected by negative experiences online. The campaign aims to encourage people to think about the potential impact of their words before they share them.
Everybody at Cybersmile is very proud of this initiative. We wanted to show the power of AI when it is used for good and feel that we managed to find an appropriate balance between responsible use of AI while maintaining the intended impact of the core campaign message. Although all imagery is clearly labeled as AI, they do still carry a powerful visual message, which we know is crucial for changing behaviors.
Dan Raisbeck, Co-founder, The Cybersmile Foundation
Words are Permanent marks our third creative collaboration with adam&eveDDB. Since first working together in 2018, our partnership has achieved a host of industry awards, including Gold, Silver, and Bronze Lions at Cannes.
*The Cybersmile Foundation (2022). Digital Wellbeing Report (2022): A national UK study examining the impact of social media on Gen Z wellbeing.