A bully hurls abuse at someone online, feels smug for a moment, and forgets about it in the next breath. For the person who is being abused, those hateful words stay in their head doing harm, perhaps foprever. adam&eveDDB and The Cybersmile Foundation, a charity committed to digital wellbeing and online safety, have turned abusive comments into facial tattoos to highlight this insidious effect of abuse on young people.
The campaign, Words Are Permanent, uses real comments made to young people online and turns them into eye-catching permanent tattoos on the faces of children that show how online comments that take only take a few seconds to write 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, were created on AI models, , to ensure no real children were negatively impacted by the campaign and media placement was carefully considered. Each execution directs people to Cybersmile, that promotes safety online. The second phase of the campaign launched on May 22, appearing across out-of-home, print, including The Standard, and social platforms.
Scott Freeman, CEO of The Cybersmile Foundation, stated, “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.”
Ant Nelson and Mike Sutherland, chief creative officers, adam&eveDDB London, 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.”
Credits:
Client: The Cybersmile Foundation
Chief Executive Officer: Scott Freeman
Creative Agency: adam&eveDDB
Creatives: Sali Horsey, Zoe Nash
Chief Creative Officers: Ant Nelson, Mike Sutherland
Creative Director of Design: Chris Chapman
Experimental & Print Producer: Sabrina Goreeba
Senior Planner: Jack Gilbert
Chief Executive Officer: Miranda Hipwell
Head of Account Management: Fay Taylor
Business Director: Phoebe Swan
Account Director: Max Sullivan
Project Manager: Rachel Brown
Legal General Counsel: Candice Macleod
Communications Director: Lee Gunther
Design: King Henry
Head of Design: Scott Silvey
Tattoo Artist & Designer: Esteban Calvo Marin
Production Company: Untold
Media Agencies: Open Media & Talon Outdoor
