To coincide with International Anti-Bullying Week, Rimmel London has launched a global campaign to stand up against cyberbullying.
The 'I Will Not Be Deleted' campaign features Rita Ora and Cara Delevingne, and aims to spark a global conversation surrounding beauty cyberbullying by teaming with a cast of influencers and individuals from around the world who have all had first-hand experience of the issue.
“The message that I have for young people who are being affected is that you are enough! It doesn’t matter what anyone else says and you are not alone,” Rimmel brand ambassador, Cara Delevingne said.
“The problem with cyber beauty bullying is that people can write something and never have to deal with the consequences. The comments I have read are heartbreaking and it’s terrifying to see what words can do to someone.”
In a study Rimmel London conducted with women aged between 16 and 25, it was found one in four women worldwide have experienced cyberbullying about their looks. The survey also revealed the detrimental impact beauty cyberbullying has on the mental and emotional health of young people.
“Last year, 115 million images were deleted from social media due to beauty cyberbullying. When we understood the scale of the problem, we felt that now was the perfect time to give it a voice – a voice that is loud and clear that it is not okay to shame someone for the choice they have made to express themselves,” Rimmel London global digital director, Ankita Sayal added.
The campaign has three major objectives; the first is to spark a global conversation surrounding beauty cyberbullying; the second is utilising its platform to promote the concept of individual beauty; and lastly Rimmel London will be partnering with international non-profit organisation, The Cybersmile Foundation, a multi-award winning anti-cyberbullying charity committed to tackling all forms of digital abuse.
