British makeup brand Rimmel and anti-bullying charity Cybersmile Foundation have launched a three year global campaign to combat beauty cyberbullying.
The ‘I Will Not Be Deleted’ campaign will be supported by Rimmel ambassadors including Rita Ora and Cara Delevingne and will run across social media and digital channels.
It was inspired by new research which found that 23% of young women have experienced beauty cyberbullying and that 115 million social media images are deleted every year as a result.
The study, which polled 11,000 16-25 year olds in 10 countries, found that 46% of those who have experienced cyberbullying have gone on to self harm and 67% have suffered loss of confidence.
Coty Inc. Vice President of Global Marketing, Sara Wolverson, said “for Rimmel, our purpose is very clear in that we want to give people the confidence to express themselves with makeup without a fear of judgement”.
This is Rimmel’s first social campaign and while the campaign creative will launch on 12th November, Rimmel and the Cybersmile Foundation will launch an AI tool in January 2019 to provide access to support and local resources to deal with cyberbullying.