Cybersmile – #TrollingIsUgly

CyberSmile wanted to highlight the damage caused by online bullying.

In a collaboration with A&E DDB and CyberSmile – this leveraged the newly available 'Instagram Stories'. IG Stories offered minute by minute updates that could be added to an initial post. This experiment set out to showcase the benefit of this feature for a cause-driven purpose. Leveraging the Body-confidence campaigner and influencer Chessie King; an initial video was posted in 'Stories' sharing how happy she is with her body shape.

For the next 24hrs a photo-editing team responded to genuine negative comments from online trolls. Releasing a series of updated still images and videos into Chessie's IG Stories. Viewers could see her updates and altered image with real-time responses to each negative comment she received.

In the end, it demonstrated just how ugly trolling can be.