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#IWillNotBeDeleted

Iwillnotbedeleted-campaign-Rimmel-London-Cybersmile

Campaign overview

Cybersmile and Rimmel London launched a global campaign to create awareness of beauty cyberbullying and its effects on people of all ages.

Ahead of its official launch, Cybersmile and Rimmel London worked together on developing the concept for an impactful campaign to raise awareness of the problem through social media and the wider web. A script was developed and then a production was set into motion and shot on location in a studio setting. A number of Rimmel London Ambassadors, social media influencers and beauty bloggers that had personally experienced beauty cyberbullying took part in the shoot.

The mission of the #IWillNotBeDeleted campaign was to demonstrate the devastating impact that abusive comments can have on people, while creating a narrative that would empower people to recognize and celebrate their own beauty. Additional issues addressed by the campaign included prejudice, discrimination, gender and equality.

In October 2018, the video was launched ahead of Anti-Bullying Week following a special launch event in London with Rimmel Ambassadors Cara Delevingne and Rita Ora. At the event, it was also announced that Rimmel London would be supporting the development of a groundbreaking artificial intelligence support product, named Cybersmile Assistant. The AI smart assistant would help people with issues related to anxiety, cyberbullying, depression, eating disorders, mental health and more.

Official #IWillNotBeDeleted campaign video

Rimmel’s feedback on the campaign

Rimmel London chose to partner with Cybersmile for its unique perspective and experience with beauty cyberbullying. Cybersmile was considered the best alignment for the campaign in raising awareness of the problem, but also for finding solutions that could be implemented at scale to users around the world.

“At Rimmel, we have a clear purpose as a brand to inspire people to experiment and express themselves through make-up. Beauty cyberbullying is on the rise and the white paper that we publish today includes some truly shocking findings. We spoke with several different organizations but immediately felt on the same page with Cybersmile. They work to promote diversity and inclusion by building a safer, more positive digital community. The fact that their team had direct experience with Beauty Cyberbullying was also important for us as it meant that they understood the issue and were able to bring us valuable insight not only on the issue itself but also on how to best tackle it and do something concrete to help.”

Sara Wolverson, VP of Rimmel Global Marketing

In addition to announcing the launch of Cybersmile Assistant, the campaign event was also used to launch a Beauty Cyberbullying Toolkit to help and empower those affected by any kind of bullying or abuse aimed at their appearance or identity.

Social conversation

Cybersmile and Rimmel London worked together to promote the campaign on social media, with various influencers and celebrities supporting the campaign message. Below you can see a small selection of comments from users on Twitter who engaged with the campaign:

  • “Great to see #diversity including #disability in this campaign by @rimmellondonuk looking good @Tezzebell #IWillNotBeDeleted #AntiBullyingWeek” – @Shannonemurray
  • “This will help me, being bullied over makeup breaks my heart I will not be deleted I will wear my makeup with pride #AntiBullyingWeek xx” – @LittleBear_1985
  • “Love the #iwillnotbedeleted campaign from @rimmellondonuk. A great use of influencers and a powerful start to #antibullyingweek2018” – @Charlotte_Faulk
  • “Great anti-bullying advert from @rimmellondonuk #IWillNotBeDeleted” – @Gemtraher
  • “Powerful, awesome stuff @rimmellondonuk #iwillnotbedeleted” – @ClaireLKnox
  • “#IWillNotBeDeleted Well Done Rimmel London. This is beautifully written.” – @kelitaria
  • “Powerful beauty cyberbullying campaign by @rimmellondonuk #IWillNotBeDeleted” – @alyamooro
  • “Rimmel’s ‘I Will Not Be Deleted’ campaign showcases real stories and shows that bullying happens in all walks of life.” – @StellarMagazine
  • “Bravo @RimmelLondonUK on this ad against beauty-bullying online. I might have teared up a little. Strong cameo by @Caradelevingne. #IWillNotBeDeleted” – @BeautyBlitz
  • “@rimmellondonuk ad about cyber bullying is amazing.” – @shaunastewart__

Throughout the campaign, internet users engaged with various activations including a short film series, public service announcements, inspiring messages and blog posts from people affected by online harassment, and how they have been inspired by the campaign.

Media highlights

The partnership was extensively covered in trade, consumer, national and international media, highlighting the success of the campaign and its impact. To-date, the campaign continues to receive regular news coverage, with large numbers of people being able to identify with its themes and key message:

  • The Guardian
  • Grazia Australia
  • BBC
  • Glamour Magazine
  • Yahoo News France
  • Seventeen
  • Daily Mail
  • InStyle
  • W Magazine
  • Malay Mail
  • Charity Digital News
  • Elle Italy
  • The Star
  • Campaign Live
  • NTV
  • Get The Gloss
  • Harper’s Bazaar
  • Popsugar
  • PR Week
  • Vogue
  • Noizz
  • People Magazine
  • AceShowbiz
  • AdAge
  • Stilo Spain
  • Nuus Hungary
  • 20 Minutes France
  • Oema Greece
  • The National
  • The Sun
  • Metro
  • Ansa Italy
  • Who
  • Virgin Media
  • Giornalettismo
  • LaDepeche
  • Inquisitr
  • Irish Examiner
  • Index Croatia
  • The Drum
  • Deccan Chronicle
  • Cosmetics Business
  • Viva
  • Independent Ireland
  • Qweerist
  • IOL Entertainment
  • The Talko
  • Nooz Greece
  • Iefimerida Greece
  • Newsbeat Greece
  • TGCOM24
  • Nowy Marketing Poland
  • Zwierciadlo Poland
  • Flair
  • Voltage
  • IO Donna
  • Vecernji Croatia
  • La Mode
  • La Reclame
  • Celebmafia
  • Celebzz
  • Pedestrian TV
  • Ofeminin
  • Tiscali News
  • Kobieta Poland
  • Adamantine Muse
  • Mobile Marketing
  • Marie Claire
  • Cosmopolitan
  • Just Jared

Social impact

The campaign exceeded all goals in terms of social media activity and people reached with campaign messaging.

  • 22.8 million users reached on social media.
  • 4.01 million people reached through news, magazines, journals and blogs with 1.63B readership.
  • 167 pieces of news coverage secured.
  • 2,489,558 million engagements.
  • 749,652 campaign video views.

Campaign outcomes

  • Millions of people reached with empowering campaign message.
  • Large numbers of people educated about the power of words and encouraged to use them for good.
  • $7,339,900 total campaign EMV.
  • Hundreds of thousands of internet users helped and supported with cyberbullying related problems.
  • Development and launch of Cybersmile Assistant.

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