Rimmel has launched its #IWILLNOTBEDELETED film, marking the start of Anti-Bullying Week 2018 and the beginning of parent company’s, Coty’s, ongoing commitment to tackle the prejudice and discrimination that stand in the way of self-expression. The emotive film features a number of young people who have had first hand experience of the negative effects of beauty cyberbullying. They are supported by Rimmel global brand ambassadors, Rita Ora and Cara Delevingne, sharing their own authentic stories of being on the receiving end of beauty cyberbullying.
The #IWILLNOTBEDELETED campaign will see Rimmel partner with the multi award-winning anti-cyberbullying non-profit organisation, The Cybersmile Foundation. Rimmel will work with Cybersmile to tackle the societal issues that stop people of all ages from feeling unable to fully express themselves on social media due to fear of negative commentary or retribution.
Rimmel has also published a white paper – Beauty Cyberbullying – Expression Repression which highlights the global impact of beauty cyberbullying. The white paper spoke to over 11,000 women aged 16-25 and discovered that beauty cyberbullying is a growing global issue. Some of the facts it discovered include:
- 1 in 4 women have experienced beauty cyberbullying
- 46% of women who have experienced cyberbullying have self-harmed either through an eating disorder, substance abuse or physical self-harm
- 57% of women who have experienced cyberbullying didn’t tell anyone and suffered in silence
- 54 of women have bullying behaviour on their mind when they’re about to post something online
- 32% have closed a social media account and 22% have deleted an image due to cyberbullying
- 115 million images are deleted each year as a result of cyberbullying