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.
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.
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.
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:
NEWS – Cybersmile and Rimmel have launched the #IWILLNOTBEDELETED campaign which encourages people to embrace their own beauty. Learn more and watch the full-length official campaign video here https://t.co/eyB9p5FI1S @rimmellondonuk #AntiBullyingWeek pic.twitter.com/wdU9UKb1nq
— The Cybersmile Foundation (@CybersmileHQ) November 12, 2018
— Cara Delevingne (@Caradelevingne) November 28, 2018
Eden is taking a stand. Will you? Don't let beauty bullying erase who you are.
— Rimmel London UK (@rimmellondonuk) November 24, 2018
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.
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:
Cyberbullying affects so many people, even celebrities like @RitaOra and @CaraDelevingne – let's call time on the bullies with #IWILLNOTBEDELETED and @RimmelLondonUK. Check out the full video here: https://t.co/V5LAXPh1AD pic.twitter.com/Sl13xBt8cC
— British GLAMOUR (@GlamourMagUK) October 30, 2018
The campaign exceeded all goals in terms of social media activity and people reached with campaign messaging.
If you would like more information about the process of working on a campaign with Cybersmile, visit our Campaigns page or use the form below to contact us. You can also download our most recent brand deck to learn more about Cybersmile and the work we do. We are excited to hear from you!