Feature Image: Rimmel London
150 million images are deleted every year from cyberbulling and Rimmel London are highlighting the need to effect a change on this with their new campaign. The campaign I Will Not Be Deleted encourages self worth in women and the assurance to speak out about bullying.
Rimmel commissioned a piece of research across 10 countries that spoke to over 11,000 young women aged 16-25 and discovered that 1 in 4 women had experienced cyberbullying. The effects of cyberbullying – particularly on the topic of beauty – can have major effects on these women. In fact, sixty-five percent of those women said they’ve lost confidence over the comments made, while 46 percent of those bullied went on to harm themselves after the experience through an eating disorder, substance abuse, or physical self-harm. To tackle these staggering statistics, Rimmel sought the help of brand ambassadors Cara Delevingne and Rita Ora, along with influential bloggers, to create a series of videos about how beauty bullying has affected them and how they’re overcoming it.
On the campaign, Rimmel commented: “This desire to conform to defined standards of beauty means it is already hard for women to break out and express their identity with their personal style and look. Beauty cyberbullying only makes the issue worse, creating another barrier for women to overcome on the very platforms that are intended to liberate and celebrate creative individuality.”
To be attacked online due to the beauty choices you make and/or your appearance is an act that ripples beyond the moment in which it occurs. The power of seeing a hateful reaction to yourself in writing or an image whilst it’s there for the public to see and numbers to rack up in the form of likes, retweets and shares, gives bullying a quantifiable and visual presence.
Rimmel’s aim with the campaign is to champion everyone’s right to expression, support them to stand up to beauty cyberbullying and to not allow beauty bullying erase who they are.