LONDON, UK – What if the internet’s cruelest words were etched on your face for life?
That’s the haunting premise behind “Words Are Permanent”, a bold new campaign by The Cybersmile Foundation in collaboration with adam&eveDDB London, aiming to shine a stark spotlight on the long lasting emotional scars inflicted by online abuse especially among Gen Z.
The arresting visuals feature childlike models crafted entirely with AI to protect real children – sporting face tattoos that are anything but edgy. Each tattoo is a direct quote from actual online abuse hurled at young people.
According to Cybersmile’s Digital Wellbeing Report, a staggering 88% of Gen Z say social media use harms their mental health. This campaign is a visceral response to that reality, blending emotive storytelling with cutting edge visuals designed by Chris Chapman, Scott Silvey, and tattoo designer Esteban Calvo Marin.
The imagery, produced with Untold Studios, is being rolled out across major out-of-home locations, The Standard, and a full suite of social media platforms with the backing of media partners Talon Outdoor and Open Media.
Scott Freeman, CEO of The Cybersmile Foundation, said: “This campaign is a powerful and thought-provoking example of the long-term effects that online abuse can have on young people today. It amplifies the issue and supports our commitment to creating a safer and more inclusive internet for all.”
Ant Nelson and Mike Sutherland, Chief Creative Officers, adam&eveDDB London, added: “It’s shocking to see how cruel people can be online – in particular, regarding comments targeted at children. This is why we needed a campaign with a big impact to make people feel something and draw attention to the issue, drive conversation and signpost support. This is a subject close to our hearts, and we hope the work plays a part in creating positive change.”
CREDITS
Project/Campaign Name: Words Are Permanent
Client: The Cybersmile Foundation
Chief Executive Officer: Scott Freeman
Agency: adam&eveDDB
Creatives: Sali Horsey, Zoe Nash
Chief Creative Officers: Ant Nelson, Mike Sutherland
Creative Director of Design: Chris Chapman
Experimental & Print Producer: Sabrina Goreeba
Senior Planner: Jack Gilbert
Chief Executive Officer: Miranda Hipwell
Head of Account Management: Fay Taylor
Business Director: Phoebe Swan
Account Director: Max Sullivan
Project Manager: Rachel Brown
Legal General Counsel: Candice Macleod
Communications Director: Lee Gunther
Design: King Henry
Head of Design: Scott Silvey
Tattoo Artist/Designer: Esteban Calvo Marin
Production Company: Untold
Media Agencies:
Open Media
Talon Outdoor
