Tattooed abuse makes a powerful point about online abuse

The Cybersmile Foundation has launched a bold new campaign, Words Are Permanent, that puts the lasting impact of online abuse under the spotlight.

Developed with creative agency adam&eveDDB, the campaign features AI-generated children bearing tattoos of real hateful comments they’ve received online.

The visuals are jarring, but that’s the point.

Targeted at Gen Z, 88% of whom say social media harms their mental health, the campaign aims to shake viewers into recognising how fleeting insults can leave lifelong scars.

To avoid exploiting real young people, all campaign imagery uses AI models, and placement has been handled sensitively.

The work, made in collaboration with Untold Studios and leading designers, will roll out in The Standard, on social platforms, and across high-visibility out-of-home spaces with media backing from Talon Outdoor and Open Media.

The message? Think before you type – because words can leave a permanent mark.

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