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Category
Social Engagement / Stunts & Activations
Annual ID
OS_SM19072M
About the Work
43% of UK secondary school children have been exposed to online abuse and one in four have suffered repeated incidents. But no one is talking about it. Our brief was to shine a light on some of these issues, raising awareness for Cybersmile, and the support that they offer. Led by social media influencer and body confidence campaigner, Chessie King, the campaign demonstrates the devastating effect that digital abuse can have on young people. Over 24 hours, we manipulated influencer Chessie’s appearance in response to real negative comments in a live Instagram story. She became uglier in response to each comment, culminating in a shockingly distorted final image. Ultimately, we showed the internet that ‘Trolling is ugly’. News of the campaign spread like wildfire, hitting headlines in a matter of hours. This combined voice is now in every social channel surrounding the Cybersmile platform. And it’s still growing.
2019 Awards
Total Points: 2
Merit
Credits
Agency
adam&eveDDB / London
Design Firm
King Henry / London
Client / Brand
The Cybersmile Foundation / London
Post Production Company
cain&abel / London
FreeFolk / London
Chief Creative Officer
Richard Brim
Creative Technologist
Chris Ketchell
Designer
Gemma Lawton
Editor
Joe Hollingworth
Producer
Suzy Macgregor
Charles Gillett
Creative Team
Lily Scarlett Hurst
Will Blackburn
Account Team
Miranda Hipwell
Olivia Chittenden
Rosie Snowball
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