Effects of trolling laid bare in cyber bullying campaign

Adam&eveDDB’s #TrollingIsUgly campaign provides a graphic demonstration of the potential effects of cyber bullying.

Body positive campaigner and social media influencer Chessie King stripped down to her underwear, put up a video on Instagram, and let the trolls do the work.

In response to comments from some of her 327,000 followers, King alters her face and body to try and please the haters. After 12 hours, the result is a grotesque parody of what social media pressure could do to a person who listens to it.

The pro bono work is for anti-cyber bullying charity Cybersmile.

MAA creative scale: 7

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About Emma Hall

Emma Hall is a journalist and editorial consultant and is the former Europe Editor of Ad Age, where she covered European marketing advertising, digital and media stories. She has written for newspapers including the Financial Times, The Guardian, The Times and the Telegraph, and was previously a section editor at Campaign. Emma started her career in New York as a researcher for a biography of Keith Richards.