The nonprofit will work with Urban Decay to educate its consumers and corporate community over the next three years
Make-up brand Urban Decay Cosmetics is launching a global initiative to raise awareness about the toll of online bullying.
The label, part of the L’Oréal Luxe portfolio of brands, is teaming up with The Cybersmile Foundation to deliver its ‘Online Bullying Hurts IRL’ campaign.
One of the world’s leading anti-cyberbullying nonprofits, The Cybersmile Foundation will be working closely with Urban Decay to guide and educate its consumers, fans and corporate community across the brand’s website and social channels over the next three years.
Research by The Cybersmile Foundation has revealed that more than 50% of young adults are personally subjected to harassing behaviour online.
As part of the campaign, Urban Decay will partner with select influencers to share their personal stories of online bullying, with fans and followers encouraged to comment a heart emoji on these posts to show their support.
For every heart shared on its Instagram posts, Urban Decay will donate US$1 to the organisation to support its mission of up to a $150,000 donation by 24 September.
Urban Decay will also be educating its consumers, fans and employees to recognise the signs of cyber bullying, to responsibly intervene and positively change the conversation.
"It is within the core DNA of Urban Decay Cosmetics that we celebrate what makes us unique, challenging the social norms of beauty,” said Global President of L'Oréal Luxe Brands, Cheryl Vitali.
“We encourage beauty to be real, unexpected, and most importantly, a tool for unleashing our most authentic selves.
“Everyone should have the equal right to enjoy a connected world where we feel free and safe to express our individuality.”