And so to social media. Advertisers love it; so do consumers, but there is little doubt that it can be a cruel, cruel place. Many have tried to bring the tech giants to heel but so far there seems to be plenty of talk and little action. Advertisers still love it; so do consumers.
Enter a new campaign by the Cybersmile Foundation, the charity committed to digital wellbeing and online safety, designed to highlight the impact of online abuse among young people.
Created by Adam & Eve DDB London, the “Words Are Permanent” campaign uses real comments made to young people online and turns them into eye-catching permanent tattoos on the faces of children.
The creative shines a spotlight on the fact that online comments only take a few seconds to write but can cause permanent damage to the person being targeted.
With 88% of Gen Z indicating that social media use negatively affects their mental health, young people in the UK are being deeply affected by negative experiences online.
The visuals, created in collaboration with Untold Studios and designers Chris Chapman, Scott Silvey and Esteban Calvo Marin, are designed to raise awareness of the harmful long-term effect of online abuse and direct people to Cybersmile, who promote safety online.
The models themselves were created using AI, to ensure no real children were negatively impacted by the campaign and media placement was carefully considered.
The second phase of the campaign launches this week and will appear across out-of-home, print, including The Standard, and social platforms. Media partners include Talon Outdoor and Open Media.
Founded in 2010, Cybersmile Foundation tackles all forms of online bullying and abuse to help create an internet where everyone is free to communicate, learn, play, and express themselves without fear.
The charity runs a range of programmes and initiatives, including research, education, and support services, as well as coordinated brand partner and awareness activities.
Cybersmile Foundation chief executive Scott Freeman said: “This campaign is a powerful and thought-provoking example of the long-term effects that online abuse can have on young people today. It amplifies the issue and supports our commitment to creating a safer and more inclusive internet for all.”
Adam & Eve DDB London chief creative officers Ant Nelson and Mike Sutherland added: “It’s shocking to see how cruel people can be online – in particular, regarding comments targeted at children.
“This is why we needed a campaign with a big impact to make people feel something and draw attention to the issue, drive conversation and signpost support. This is a subject close to our hearts, and we hope the work plays a part in creating positive change.”
So, what is the consensus around the Decision Marketing office?
Well, first up we have to acknowledge that this is not a new creative idea, there are apparently numerous examples of agencies using tattoos to depict permanent damage, although we could only find this one from 2018, Boots Soltan “Be certain with Soltan” by Ogilvy UK.
Even so, this is a powerful campaign to tackle a hideous situation. Kids today live and breathe social media, yet there appears to be little support for them when the abuse starts. Anything that helps to expose this has got to be welcomed. Let’s just hope it works…
Decision Marketing Adometer: A “top drawer” 10 out of 10
