AgencyAdam & Eve/DDB
The Cybersmile Foundation's disturbing campaign aims to combat cyberbullying.
Created pro bono by Adam & Eve/DDB, the project was led by social media influencer and body confidence activist Chessie King to demonstrate the devastating effect that digital abuse can have on young people. It started with a post on Chessie’s Instagram profile where she talked about body confidence. In response to negative comments she then posted a series of photos and videos which altered her face and physique in line with the trolling. With each one she became more and more distorted, until she appeared in an inhuman form as an amalgamation of the Insta-haters’ comments. The campaign was created by Lily Scarlett Hurst and William Blackburn.