Cybersmile Uses Tattooed Faces to Show the Long-Lasting Effects of Online Abuse on Young People

Cybersmile Foundation and adam&eveDDB London have launched the “Words Are Permanent” campaign to shed light on the harmful and lasting effects of online abuse, especially on young people. The campaign uses real abusive comments directed at young people online and transforms them into permanent tattoos on children’s faces to highlight the long-term damage that such words can cause.

The visuals for this campaign were created using AI to ensure no real children were negatively impacted, and they showcase how online comments, which take only seconds to write, can have permanent consequences. With 88% of Gen Z saying that social media use negatively affects their mental health, this campaign aims to raise awareness about the lasting impact of online abuse.

The second phase of the campaign was launched on May 22, 2025, and will be featured across out-of-home, print, and social platforms, including major media outlets like The Standard. Media partners such as Talon Outdoor and Open Media are also supporting the campaign.

Scott Freeman, CEO of Cybersmile Foundation, emphasized that the campaign serves as a powerful reminder of the long-term emotional harm online abuse can have on young people, reinforcing their commitment to making the internet a safer place for everyone.

Ant Nelson and Mike Sutherland, Chief Creative Officers of adam&eveDDB London, expressed that the cruelty shown in online comments, particularly those aimed at children, was shocking. They designed this campaign to provoke thought and spark conversations around this serious issue, hoping to inspire change and offer support for those affected.

This campaign highlights the importance of digital wellbeing and aims to create an internet where everyone can communicate and express themselves safely without fear of abuse.

Credits:

Project/Campaign Name: Words Are Permanent
Client: The Cybersmile Foundation

Chief Executive Officer: Scott Freeman

Agency: adam&eveDDB
Creatives: Sali Horsey, Zoe Nash
Chief Creative Officers: Ant Nelson, Mike Sutherland
Creative Director of Design: Chris Chapman
Experimental & Print Producer: Sabrina Goreeba
Senior Planner: Jack Gilbert
Chief Executive Officer: Miranda Hipwell
Head of Account Management: Fay Taylor
Business Director: Phoebe Swan
Account Director: Max Sullivan
Project Manager: Rachel Brown
Legal General Counsel: Candice Macleod
Communications Director: Lee Gunther
Design: King Henry
Head of Design: Scott Silvey
Tattoo Artist/Designer: Esteban Calvo Marin

Production Company: Untold

Media Agencies:
Open Media
Talon Outdoor