Beauty | Change The World

Rimmel London Launches Anti-Cyberbullying Campaign #IWillNotBeDeleted

Social media is a wonderful thing for connecting with like-minded people and expressing ourselves, but it also gives rise to a terrible new form of bullying: beauty cyberbullying, which is bullying based on looks. Rimmel London aims to start a conversation and raise awareness surrounding beauty cyberbullying with the launch of a new online campaign called #IWillNotBeDeleted.

The campaign will also promote self-expression and individual beauty, and through a partnership with The Cybersmile Foundation, an international anti-cyberbullying charity, they plan to tackle all forms of digital abuse. English model, actress, and Rimmel Brand Ambassador, Cara Delevingne says, “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.”

Seeing the online world evolving, Rimmel seized the opportunity to dig deep and conduct a survey on cyberbullying. In 2017, 11,000 women between 16 and 25 years old were interviewed on behalf of Rimmel about their experiences with online bullying. The survey results show this is a global problem and underline the negative impact cyberbullying has on our mental and emotional health.

Established in 1834, Rimmel London has always had a hand in making positive changes in the world of beauty. Their philosophy is to produce cosmetics that enable women and men to express themselves though make-up and ‘looks’.

“We saw … an opportunity to use our platform to support the cause and bring together a group of people who have a credible, authentic story to tell,” says Sara Wolverson, Vice President of Global Marketing at Rimmel.

Here Is What We Know So Far

The campaign launched in November 2018 across all platforms.

Rimmel enlisted their Brand Ambassadors Cara Delevingne and Rita Ora to help bring the issue to the forefront on the global scale. Both celebrities are very passionate to speak on the topic and encourage young people to cultivate self-love. “We really just want to shine a light on the fact that cyberbullying is not okay. I think it’s amazing that I have the opportunity to shoot with people who have such unique personalities and sense of individuality,” says Rita Ora.

They have also enlisted models, celebrities, and beauty influencers to help spread the message within different online and offline communities. One of them is a popular Canadian beauty influencer, Stef Sanjati, who rose to fame by making transgender awareness videos on YouTube. “I am so proud to be a part of the #IWillNotBeDeleted campaign because it’s an issue I’ve had direct experience with. I encounter beauty bullying every day on my social media, and now, more than ever, young folks are exposed and easily targeted by online bullies and bigotry,” points out Stef Sanjati.

Stef Sanjati, Canadian YouTube Influencer, for Rimmel London #IWillNotBeDeleted

The end goal of the campaign is to develop the Cybersmile Assistant app and roll it out in all English-speaking countries next year. The tool is being developed through a partnership with The Cybersmile Foundation, an award-winning anti online bullying charity. The app will recommend appropriate resources, helplines, organizations, and articles localized to you and based on your needs. It will be built with the latest AI technology that will make the app more intuitive and personalized the more you use it.

The Cybersmile Foundation works to promote diversity and inclusion by building a safer, more positive digital community and encouraging people to realize their full potential without the fear of ridicule and abuse. They help reduce incidents of cyberbullying and provide professional help and support services to children and adults around the world.

The Key Findings From Rimmel’s 2017 Study

  • 115 million images are deleted each year
  • 1 in 4 women worldwide have experienced cyberbullying based on their looks
  • 65% said their confidence has been affected by the bullying
  • 11% of those bullied have experienced it once a month or more
  • 46% (or around 16.6 million) young women harm themselves with drugs or alcohol, self-harm or develop eating issues following being bullied online about their looks
  • Only 44% of women report bullying
  • 57% of those who’ve been bullied don’t tell anyone about their experience
  • 33% of young women from (or in) UK feel that the way they look is only going to attract cyberbullying
  • 51% say bullying has stopped them from experimenting with their look or dress.

This campaign has a real chance of changing how we interact online. It will make help more accessible to those of us who don’t know how to or are afraid to speak up. So, share this video on your feed with the #IWillNotBeDeleted hashtag and spread the love!


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