--- title: "Trolling Is Ugly | Cybersmile Campaign" description: "An award-winning creative campaign highlighting the true impact of online abuse while promoting body confidence and self-love." image: "https://www.cybersmile.org/wp-content/uploads/2023/08/Cybersmile-Chessie-King-Body-Image-comparison.png" url: "https://www.cybersmile.org/campaign/trolling-is-ugly/" --- ![Cybersmile Chessie King Body Image Comparison](https://www.cybersmile.org/wp-content/uploads/2023/08/Cybersmile-Chessie-King-Body-Image-comparison.png) # Trolling Is Ugly ## Partner: [adam&eveDDB **](https://www.cybersmile.org/partner/adameveddb/) An award-winning creative campaign highlighting the true impact of online abuse while promoting body confidence and self-love. Launched in 2018 ![](https://www.cybersmile.org/wp-content/uploads/2023/06/campaign-img-1-256x256.png) ![](https://www.cybersmile.org/wp-content/uploads/2023/06/campaign-img-2-256x256.png) ** ### More Videos ** 900M+ Impressions Total Impressions ** 6M+ Video Views Total Video Views ** 20K+ Shares Social Shares ** 100K+ Engagements Total Engagement “The statistics surrounding the effects of cyberbullying, particularly on young women, are shocking. It's been truly inspiring working with Chessie and Cybersmile, both of whom are doing brilliant things.” Tammy EinavJoint CEO, adam&eveDDB ## Overview We teamed up with adam&eveDDB to develop "Trolling is Ugly," an anti-trolling campaign that promoted body confidence and self-empowerment. The campaign became an internationally recognized initiative, with coverage from the world's most recognized news organizations and publications in over 10 countries. The objective of the campaign was to highlight the scale of the problem and show the potential impact that negative and abusive comments on social media could have on young people. To launch the campaign, Chessie King released a series of photos and videos of herself discussing how she had worked hard to finally be comfortable in her own body. Chessie received a high number of abusive messages, and in response to the abusive comments she was receiving on her Instagram, the video content was altered in real-time relative to the abuse she was getting, showing the impact that these kinds of comments can have. This was then edited into a video and released, showing the transformation from her natural self into an unrecognizable person. ## Impact Summary - Reached 900M+ people with campaign message - Exceeded 6M+ campaign video views - Educated people about the dangers of trolling - Encouraged people to identify and celebrate their own beauty - Achieved mainstream media coverage of the campaign - Utilized celebrities for maximum social and cultural impact - Achieved at least one award nomination or win ## Media Highlights - The Sun, [Blogger edits her snaps to suit body shamers' ideals... and the results are absolutely terrifying](https://www.thesun.co.uk/fabulous/6059222/blogger-edits-snaps-body-shamers-ideals-terrifying-results/). - Metro UK, [Blogger shares why she edited her body to fit body shamers' ideals](https://metro.co.uk/2018/04/13/blogger-shares-edited-body-fit-body-shamers-ideals-7465030/). - Campaign Live, [The Cybersmile Foundation "\#TrollingIsUgly" by Adam & Eve/DDB](https://www.campaignlive.co.uk/article/cybersmile-foundation-trollingisugly-adam-eve-ddb/1461898). - The Independent, [Influencer Chessie King reveals extent of online trolling to raise awareness of cyberbullying](https://www.independent.co.uk/life-style/chessie-king-online-trolls-cyberbullying-awareness-instagram-influencer-body-editing-a8301191.html). - The Drum, [The Cybersmile Foundation launches social media campaign proving \#TrollingIsUgly](https://www.thedrum.com/news/2018/04/12/the-cybersmile-foundation-launches-social-media-campaign-proving-trollingisugly-0). - Business Insider, [Instagram's Chessie King Photoshops Her Body in Response to Trolls](https://www.businessinsider.com/instagram-chessie-king-photoshop-body-trolling-comments-2018-4). - Ad Age, [An Instagrammer changes her body to please the haters in Cybersmile's campaign via Adam\&Eve/DDB](https://adage.com/creativity/work/trolling-ugly/54308). - Fast Company, [Nike's Shoe Therapy, Deadpool's Frozen Food: Top 5 Ads Of The Week](https://www.fastcompany.com/40558348/nikes-shoe-therapy-deadpools-frozen-food-top-5-ads-of-the-week). - Mashable, [Instagram blogger Photoshops her body to look how trolls want it to look](https://mashable.com/article/instagram-blogger-photoshop-cyberbullying). ## Awards & Nominations The adam&eveDDB and Cybersmile Trolling is Ugly campaign received a total combination of twenty-two award wins and nominations: - [Cannes Lions (Gold): Social Influencer & Talent](https://www.lovethework.com/work-awards/campaigns/cybersmile-416808) - Cannes Lions (Silver): Social Purpose - Cannes Lions (Bronze): Social Trends - [Fast Company: Top 5 Ads of the Week](https://www.fastcompany.com/40558348/nikes-shoe-therapy-deadpools-frozen-food-top-5-ads-of-the-week) - [Ad Age: Editor's Pick](https://adage.com/creativity/work/trolling-ugly/54308) - [Clio Awards (Bronze): Best Social Media Campaign](https://clios.com/awards/winner/41229) - [Campaign Big Awards (Winner): Best Charity Campaign](https://www.campaignlive.com/article/adam-eve-ddb-named-agency-year-campaign-big-awards/1497205) - [The Immortal Awards (Finalist): Creative Merit](https://lbbonline.com/news/immortal-awards-2018-finalist-showcase) - [British Arrows (Winner): Most Innovative Use of Video](https://adforum.com/award-organization/6650245/showcase/winners) - British Arrows (Winner): Best Social Video - British Arrows (Winner): Charity and Public Service - [One Club Awards (Winner): Social Influencer Marketing](https://www.oneclub.org/awards/theoneshow/-award/33948/trollingisugly) - [Creative Review (Shortlist): Advertising – Social category](https://www.creativereview.co.uk/trolling-is-ugly-by-adameveddb/) - The ANDY(Gold): Idea - [The ANDY(Gold): Craft](https://adforum.com/talent/81929242-iain-alexander/work/34593833) - The ONE Show (Gold): Best in Discipline - The ONE Show (Gold): Best of Social Influencer Marketing - [The ONE Show (Merit): Social Media](https://www.oneclub.org/awards/theoneshow/-award/33603/trollingisugly) - D&AD Awards (Graphite Pencil): Digital Marketing & Use of Social Media - D&AD Awards (Shortlist): Digital Marketing & Social Video - D&AD Awards (Shortlist): Media & Use of Social - [D&AD Awards (Shortlist): Creativity for Good](https://www.dandad.org/awards/professional/2019/creativity-for-good/230148/trollingisugly/) ## Tags Body ConfidenceBystander ExperiencesCommunity WellbeingCyberbullyingDigital CivilityFreedom of ExpressionIdentity BullyingKindnessMental HealthOnline AbuseOnline SafetySelf-EmpowermentSocial MediaTrolling 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