Cybersmile
Results
146m
Media reach
20+
Tier one editorial pieces
30
Influencers engaged
1
Experiential event
Brief
For beauty brand St. Moriz, Brandnation joined forces with cyberbullying charity, Cybersmile, to encourage internet users to be mindful of the impact their actions may have on other people, raising awareness on the topic of cyberbullying and promoting kindness online.
Research revealed that this cause was particularly resonant with the brand’s target consumer, with many experiencing cyberbullying first-hand .
Brandnation has taken the St Moriz account from just a press office activation to fully integrated brand PR campaigns over a seven year relationship exceeding KPIs each year.
The idea
Brandnation developed an interactive educational ‘body image’ module designed to highlight the importance of establishing and maintaining a positive body image while directing internet users to key support services which focus on all aspects of physical and mental wellbeing.
The agency hosted a panel with influencers and reality stars from hit TV shows such as Love Island and Georgie Shore. In the panel they discussed what #BeKindOnline meant to them, their personal experience with online bullying, how this has affected them and their advice to others who are experiencing trolling.
For example, Zaralena Jackson spoke out about her experience with trollying due to her Alopecia
We placed high-profile, targeted editorial with anti-bullying ambassadors and created awareness around the educational platform.
