Words Are Permanent
Cybersmile

An uncomfortable reminder that cyberbullying can leave permanent scars

As much as people might be aware of cyberbullying, the general feeling in that UK is that not enough is being done to combat it.

So to help Cybersmile fuel the conversation and offer support, we made ‘tattoos’ out of real comments left on the profiles of real children.

I helped proactively sell the idea in to Cybersmile, scoured the web for hate comments and helped draw the line around what comments were the right level of confronting, and what ones were too harmful to share.

My role:

Strategy Director

Made with:

Zoe Nash, Sali Horsey, Chris Chapman and Phoebe Swan

Agency:

adam&eve\TBWA

Awards:

Campaign UK Best Press Ads of 2025 - #4