Simple fights back against cyberbullying with hit girl group Little Mix

By Becky Bargh | Published: 24-Jun-2019

According to anti-bullying charity Ditch the Label, one in three teenagers across the UK will suffer from bullying online

Unilever-owned kind-to-skin brand Simple has extended its partnership with hit girl band Little Mix to tackle cyberbullying.

As part of the collaboration, with anti-bullying charity Ditch the Label, Simple has released a campaign video fronted by Little Mix which encourages consumers to be kinder to each other.

In the film, which is shot to the group’s Strip soundtrack, it shows the band members wiping away hateful words to reveal inspiring alternatives.

According to the charity, one in three teens across the UK suffer from cyberbullying.

In addition, Simple and Ditch the Label have co-created an online support hub to help any consumers struggling with online bullying.

Watch the full video:

Chris Barron VP for Beauty and Personal Care at Unilever UK said: “Cyberbullying continues to be a growing issue, and one that affects the young people that buy our products, which is why Simple has teamed up with Little Mix again.

“This is a view that is shared by the girls in Little Mix, as all of them have been extremely vocal in sharing their own experiences of online bullying in a bid to get others to open up and talk about it.”

Beauty has been a frontrunner in tackling cyberbullying with a number of brands launching their own campaigns against hateful speech online.

Rimmel kicked off its #IWillNotBeDeleted campaign last year, fronted by Rita Ora, in partnership with The Cybersmile Foundation to create an online space for consumers to share their experiences of cyberbullying and find solutions.

Meanwhile, across the pond, US cult brand Tarte Cosmetics has been encouraging consumers to leave a kiss emoji on consumers’ social media feed if they see a trolling remark.

Read more about how the beauty industry is responding to hateful speech online via the link:

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