RIMMEL LONDON I will not be deleted

Rimmel London is a brand that believes everyone should be able to fearlessly express themselves, without fear of judgement, criticism, or shame. Last year alone, 115 million images were deleted from social media because of beauty cyberbullying. Realising the full scale of the problem through global research and a published white paper, we created an awareness campaign focused around giving its real victims a voice. The #IWILLNOTBEDELETED campaign partnered with Cybersmile Foundation, and featured 14 real people, each of whom had a valuable story to tell. Cara Delevingne and Rita Ora provided support and a link to our previous Rimmel London campaigns, and created the PR hook that spread the message as far as BBC news, Dazed Beauty, Daily Mail online, Creative Review and was even the AdAge editors pick.

Campaign hub: https://www.rimmellondon.com/en_gb/beautycyberbullying