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Cara Delevingne and Rita Ora Lead Cyberbullying Campaign

 

LONDON The #IWILLNOTBEDELETED initiative was launched today at The Mondrian hotel headed by Rita Ora and Cara Delevingne (above). They were joined by brands ambassadors from Rimmel cosmetics and global beauty company Coty who announced the initiative to combat beauty cyberbullying.  Lucy Reid     lucy@redcarpetmagazine.co.uk

 

It centres around bullying, particularly among young girls, about physical appearance through negative or abusive comments on their social media channels.

The campaign aims to address the social inhibitors to free expression on social media which lead to people deleting social media posts or profiles.

Through a partnership with Cybersmile   #IWIILNOTBEDELETED will create an online forum for conversation about beauty cyberbullying where young people can share experiences and answers to this growing issue.

Sara Wolverson, VP, Rimmel Global Marketing, Coty, said: “Rimmel is about championing self-expression in beauty. We have always been against narrow definitions of beauty and people being judged because of the way they look.” 

Rimmel will join Cybersmile to create the Cybersmile Assistant, an AI-driven tool to be featured on its website from across the globe to help visitors affected by beauty cyberbullying.

Coty and Rimmel have also published a report looking at young women’s experiences of beauty cyberbullying. Key findings of this global report are:

Ø    1 in 4 women have experienced beauty cyberbullying

Ø    57% of those who have experienced beauty cyberbullying didn’t tell anyone

Ø    67% of those who experienced beauty cyberbullying lost confidence

Ø    46% of women who have experienced beauty cyberbullying have gone on to

self-harm

Scott Freeman, CEO, The Cybersmile Foundation commented: “I am confident that our partnership will change and save lives all over the world.”

Rita Ora, Rimmel global brand ambassador, said: “I am really proud to work with Coty and Rimmel on this campaign and support the message that beauty cyberbullying is not okay. I hope that by working with a business the size of Coty, we can get this message out to millions of people worldwide and truly change things for the better.”

Cara Delevingne, Rimmel global brand ambassador, commented: “Cyberbullying related to beauty choices has a real impact on people long after the incident occurs. The idea that some people make decisions in anticipation or fear of potential bullying is heartbreaking. I look forward to working with Rimmel to try and find a way of addressing this growing issue.

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