Rimmel reported that 150 million images are deleted every year from social media due to cyber beauty bullying, and this needs to stop. The beauty brand launched its new campaign I Will Not Be Deleted, which coincides with the UK's National Anti-Bullying week, to help people stand up and speak out about cyberbullying.
Rimmel commissioned a piece of research across 10 countries that spoke to over 11,000 young women aged 16 to 25 and discovered that one in four women had experienced cyberbullying, which can have devastating consequences. 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.
"The idea that some people make decisions in anticipation or fear of potential bullying is heartbreaking." — Cara Delevingne Rimmel
In a series of emotive videos, the victims repeat harmful comments made to them followed by Delevingne and Ora discussing their experiences. "Cyberbullying related to beauty choices has a real impact on people long after the incident occurs," said Delevingne. "The idea that some people make decisions in anticipation or fear of potential bullying is heartbreaking. The message that I have for young people who are being affected is that you are enough." As for Ora, she explains that "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. This is something that has always been a big part of my career thus far."
To combat this, Rimmel want to "give people the confidence to call others out" by working with The Cybersmile Foundation to help people understand and manage how to respond to these comments. Rimmel's aim with the campaign is to champion everyone's right to expression, help more people feel confident in themselves, and to support them to stand up to beauty cyberbullying.