The Cybersmile Foundation has launched a striking new campaign that gives graphic, unforgettable form to the damage caused by online harassment. Titled "Words Are Permanent," the initiative uses AI-generated images of children with insults tattooed across their faces to make a sobering statement: hateful comments leave lasting scars, even if typed in a moment of anonymity.
The creative force behind the campaign is adam&eveDDB London, which conceptualized the idea of turning real online hate comments into visible, permanent facial tattoos—a haunting visual metaphor for the psychological impact of digital abuse. Importantly, no actual children were photographed; all imagery was created using artificial intelligence to avoid ethical concerns while preserving the emotional power of the message.
The campaign was developed in collaboration with Untold Studios and visual artists Chris Chapman, Scott Silvey, and Esteban Calvo Marin. The AI-created visuals were released strategically across out-of-home formats, traditional media such as The Standard, and social platforms, where the message can speak directly to those most affected.
With 88% of Gen Z reporting that social media has a negative impact on their mental health, the urgency of this campaign is undeniable. Its goal is not only to raise awareness, but also to shock audiences into reflection and drive those experiencing cyberbullying toward the support services offered by Cybersmile.
Founded in 2010, the Cybersmile Foundation is a global nonprofit organization committed to tackling all forms of digital abuse and promoting a safer, more inclusive internet. The organization advocates for a world where everyone can learn, express, and create online without fear.
By confronting viewers with the brutal emotional reality of online hate, “Words Are Permanent” pushes beyond typical awareness efforts. It reminds us that the internet is not without consequences—and for many young people, words can cut deeper than we think.
