The Cybersmile Foundation Film, Digital Trolling Is Ugly by adam&eveDDB London

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Trolling Is Ugly

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Industry Charities, Foundations, Volunteers
Media Film, Digital, Interactive & Mobile
Market United Kingdom
Agency adam&eveDDB London
Chief Creative Officer Richard Brim
Creative Director Jonas Roth, Rasmus Smith Bech
Creative Lily Scarlett Hurst, William Blackburn
Released April 2018

Credits & Description

Media: Interactive
Category: Public interest
Client: The Cybersmile Foundation
Agency: adam&eveDDB London
Country: United Kingdom
Chief Creative Officer: Richard Brim
Creative Director: Rasmus Smith Bech
Creative Director: Jonas Roth
Creative team: Lily Scarlett Hurst
Creative team: William Blackburn
Producer: Charles Gillet
Agency Producer: Suzy MacGregor
Managing Partner: Miranda Hipwell
Planners: Martin Beverley
Account Manager: Rosie Snowball
Account Director: Olivia Chittenden
Post Production Company: FreeFolk / cain & abel
Published: April 2018
Cybersmile and Chessie King Body Positivity Campaign.
adam&eveDDB has released a pro-bono campaign for The Cybersmile Foundation, #TrollingIsUgly, to help combat cyberbullying. Led by social media influencer and body confidence campaigner, Chessie King, the campaign demonstrates the devastating effect that digital abuse can have on young people. The campaign started with a post on Chessie's Instagram profile where she talks about body confidence, which got over 150,000 views in the first 12 hours. adam&eveDDB co-created content with Chessie throughout the following day on 11th April in response to genuine negative comments to her from online trolls. Earlier this month it was revealed that Chessie's alien-like transformation was in fact a collaboration with adam&eveDDB and The Cybersmile Foundation, with people being directed to their website for help and advice.