Anti-cyberbullying nonprofit Cybersmile worked with a social influencer to demonstrate the damaging results of trolling in a graphic way.
For the U.K. campaign, agency Adam&Eve/DDB worked with Instagrammer and body confidence campaigner Chessie King, getting her to post an initial video in which she discusses how she's happy with her body. The video had over 150,000 views in the first 12 hours.
Then, the agency co-created content with King throughout the following day (April 11) in response to genuine negative comments from online trolls. The content altered her face and physique in line with the trolling and was posted as a series of photos and videos to King's Instagram Story. With each post, she became more and more distorted, eventually appearing downright unhuman as an amalgamation of the haters' comments.
Finally, the effort revealed that her transformation was a collaboration with The Cybersmile Foundation, and directed followers to its website for help and advice.