The initiative aims to create a safe space for those bullied about their appearance through negative or abusive comments on their social media channels. It enables them to share their experience and find solutions, with the chatbot assistant recommending approved organizations, helplines and local resources. The Coty-owned cosmetics brand created the tool as part of a long-term partnership with the Cybersmile Foundation, a non-profit aiming to end all forms of cyberbullying.
It will live on the Cybersmile website from early 2019 in English, with additional language versions launching at a later date. The activation is part of a larger initiative launched this week by Rimmel called #IWILLNOTBEDELETED, which aims to empower victims who would otherwise feel pressured to delete their social media accounts.
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