---
title: "Brita | Cybersmile Partner"
description: "Learn how our partnership with BRITA tackled online abuse and reminded people of all the good in the world."
image: "https://www.cybersmile.org/wp-content/uploads/2024/05/brita-og-thumbnail-primary.png"
url: "https://www.cybersmile.org/partner/brita/"
---

![Brita Og Thumbnail Primary](https://www.cybersmile.org/wp-content/uploads/2024/05/brita-og-thumbnail-primary.png)

# Brita**

## Official Partner(2017)

Raising awareness of online abuse while reminding people of all the good that exists in life when the negativity is filtered out.

![](https://www.cybersmile.org/wp-content/uploads/2024/05/Cybersmile-BRITA-Partnership-Thumbnail-08-256x256.jpg)

![](https://www.cybersmile.org/wp-content/uploads/2024/05/Cybersmile-BRITA-Partnership-Thumbnail-09-256x256.jpg)

**

### More Videos

**

4K+

Downloads

Total Downloads

**

200M+

Impressions

Total Impressions

**

10M+

Video Views

Total Video Views

**

10K+

Engagements

Total Engagement

“BRITA is committed to helping people live the filtered life, reminding them to filter out the bad so they can get to the good, in water and in life, particularly important on social media. We couldn't have found a better partner for this important mission than The Cybersmile Foundation.”

![Brita Logo Horizontal Primary](https://www.cybersmile.org/wp-content/uploads/2024/05/brita-logo-horizontal-primary.svg)

Tad KittredgeDirector of Marketing, BRITA

## Overview

We teamed up with BRITA to raise awareness of online abuse and promote a brighter, more inclusive internet. The collaboration brought together our collective power for good alongside NBA star Stephen Curry to educate and inspire internet users around the world.

To kick off the activities, we released a public service announcement (PSA) video. The PSA featured NBA star Stephen Curry and a lineup of guest speakers discussing the issue of online harassment and abuse. This PSA served as a powerful vehicle to raise awareness about The Filtered Life, a campaign launched as part of our partnership to shine a bright light on the good that still exists in the world, despite what can at times seem like an increasingly toxic and negative environment for many.

As part of our initiative, the "Filter Your Feed" app was developed and launched. This standalone app allowed users to filter out negativity from their social media feeds, creating a more uplifting and fun online experience. By providing users with the ability to customize their own social media experiences, we aimed to encourage a shift toward a more positive online community.

## Our Goal

The partnership reminded people of all the good that exists in life when negativity is filtered out. By leveraging BRITA's brand recognition and expertise in filtering out impurities, combined with our knowledge of combating online abuse, we authentically conveyed this message to a wide audience.

## Awards & Nominations

The BRITA and Cybersmile Filter Your Feed campaign was nominated for a total of two awards:

- [Shorty Awards (Finalist): Best in Social Media Tool](https://shortyawards.com/10th/the-filtered-life-2)
- [Shorty Awards (Finalist): Best Consumer Brand](https://shortyawards.com/2nd-socialgood/the-filtered-life)

## Media Coverage

- [Clorox CMO's Five Building Blocks of a Better Brand, AdAge.com](https://adage.com/article/cmo-strategy/cmo-clorox-5-building-blocks-a-brand/308195)
- [Replace Negativity With Puppies on Your Feed With Brita's New Campaign, Yahoo! Singapore](https://sg.finance.yahoo.com/news/replace-negativity-puppies-feed-brita-200020832.html)
- [5 Ways You Can Filter Negativity From Your Social Media Feeds, ThoughtCatalog.com](https://thoughtcatalog.com/marisa-donnelly/2017/02/5-ways-you-can-filter-negativity-from-your-social-media-feeds/)
- [Stephen Curry Has a New Life Coach, The Late Late Show](https://www.youtube.com/watch?v=Xs1sMqpc1oM)
- [Stephen Curry Encourages Deletion Of Negative Tweets With Brita's Filter Your Feed Tool, Sports Business Journal](https://www.sportsbusinessjournal.com/Daily/Issues/2017/04/06/Technology/stephen-curry-encourages-deletion-negative-tweets-britas-filter-feed-tool.aspx)

The Cybersmile Foundation is a registered 501(c)(3) not-for-profit organization in the U.S. and as a registered charity in the U.K. (No.1147576)

Copyright ©2010-2026The Cybersmile Foundation