Brands seem to need a cause these days, and Coty’s Rimmel London has chosen to take on the cyber bullies of the beauty world with its #IWILLNOTBEDELETED campaign, featuring 14 real people, each of whom has a story to tell.
Rosie Bardales, BETC London partner and CCO, said: “Rimmel is a brand that believes everyone should be able to fearlessly express and be themselves, without fear of judgement, criticism, or shame. Last year alone, 115 million images were deleted from social media because of beauty cyberbullying. Realising the full scale of the problem, we created an awareness campaign focused around giving its real victims a voice.”
Cara Delevingne and Rita Ora provide support and a link to Rimmel London’s previous, more glamour-orientated campaigns. This new work feels like a better fit for the brand, though, which is pretty democratic and not expensive.
MAA creative score: 7