We teamed up with creative agency adam&eveDDB to launch "Words Are Permanent," an online safety initiative which utilized AI to drive home the realities of cyberbullying and abuse online. The initiative was featured across a number of out-of-home locations, national print, online publishers, and social media platforms.
The campaign took real-life abusive comments targeting young internet users and turned them into tattoos on the faces of children, generated using AI. The overarching message of the initiative was that comments on the internet and social media only take a moment to create but can last a lifetime for those being targeted.
The realistic AI visuals were created by Untold Studios and featured a number of calls-to-action, reminding people that their words have the potential to last a lifetime. Internet users were encouraged to consider their words online and directed to Cybersmile support services.