carla ballecer
CREATIVE DIRECTOR / WRITER
I WILL NOT BE DELETED
Everyone should be able to express themselves without fear of judgment, criticism, or shame. That’s why Rimmel commissioned a global study to investigate the problem of online beauty bullying – revealing that in 2017, 115 million images were deleted from social media because of it.
To raise awareness, we partnered with The Cybersmile Foundation to launch a global campaign during Anti-Bullying Week featuring the faces, voices, and experiences of real victims who’ve overcome the trolling – with brand ambassadors @RitaOra and @CaraDelevingne showing their support. The campaign kicked off with social posts censored by real comments our cast has received to show what the world would look like if we let the negativity take over. All driving to a film featuring their brave, honest responses to it all.
Together with artist @RayBlk, we turned our cast’s stories into spoken word and invited each one to speak their truth to camera in an inspiring act of defiance.
Awarded a D&AD Wood Pencil for Casting.
Featured in Ad Age, Campaign, The Drum, Shots, BBC News, The Daily Mail, Dazed Beauty, Pop Sugar.
CAMPAIGN FILM
CAST
As an albino plus-sized model, Joanne (@joannedion_) is frequently bullied for the way that she looks – so much so that she once deactivated her account because of it. She’s since moved past the negativity and has launched a successful beauty and fashion career.
Kadeeja (@emeraldxbeauty) suffers from acne and was once dropped from a L’Oréal campaign because the company “can’t be involved with people with skin issues.” She used to rely on Photoshop to give her complexion that perfect look. Now she embraces her beauty and uses her Instagram to empower her 228k+ followers to never hide who they are.
Tess (@tess.daly) always dreamed of becoming a fashion designer. But when she lost the use of her right hand, makeup became her creative outlet instead. When it comes to cyberbullying, she doesn’t put up with it. Instead she laughs it off and focuses on other things, like being one of Instagram’s most exciting (and hilarious) beauty influencers.
Eden (@iameden_7) was often told to bleach her skin because she was “too dark.” Back then, she used to delete her photos because of the negative comments. Now a London-based model, she’s made it her mission to stand up to bullies everywhere – and encourage others to do the same.
Lucy (@lucy.prigmore) is a student in the UK who’s been bullied for the size of her forehead. But instead of covering it up, she embraces it and playfully calls it her “fivehead.” Not one to give into bullies, her fearless attitude is an inspiration to everyone.
Yuki (@yukibeniya) is a Japanese model and fashion student who recently moved to the UK from Japan. Back home, she felt insecure about her freckles and now signature pout, and would hide them behind a face mask. Now she’s found her confidence and celebrates her beauty.
Fifi (@fifi.anicah) is a model and artist with an uplifting approach to bullying. Targeted for her eyebrows, her response is to combat hate with love. She’ll often contact her attackers directly, helping them to understand that she is a real person and that they don’t have to resort to hurtful behavior online.
Anthony (@antons123) is a performance artist and dancer based in the UK. He gets bullied for wearing heels, makeup, and a nose ring. But he takes the negative comments in stride and faces down bullies with his inspiring brand of creativity.
Stef (stef.sanjati) is a transgender woman, activist, and influencer from Canada who experienced bullying from a very young age. Her striking facial features, the result of a genetic mutation called Waardenburg Syndrome, were once the source of bullying. Now she’s become one of the internet’s most empowering voices.
Ewa (@redlipstickmonster) has been bullied for her daring and unique use of color in her looks. But she doesn’t let that get in the way of her positivity and encourages her Instagram followers to express themselves however they like.
Chessie King (@chessiekingg) is on a mission to spread body positivity and happiness around the world. A presenter and social media role model, she aims to inspire her followers by showing them a more realistic view of what goes on behind the camera – and occasionally faces negativity for it. But she’ll never let that stop her from helping others find their confidence.
Jason (@jasonmua16) is a talented, self-taught makeup artist from Glasgow. At the start of his career, people he knew would open up fake Instagram accounts just to bully him. These days, he doesn’t let hurtful comments get under his skin as he pursues his passion for makeup.
SPOTLIGHT: ASCIA
Ascia (@ascia) is an American-Kuwaiti blogger, entrepreneur, model, and fashion designer who’s often bullied for breaking cultural beauty norms. Criticized for her tattoos and piercings, she chooses to rise above the negativity by focusing on the beauty in others instead.
We created personalized content for everyone in the cast to post on their channels and share their individual beauty bullying experiences. Key cast members like Ascia were invited to reflect on how they moved past the shame, what they learned about themselves, and in her case, the role culture plays in shaping beauty standards.