Facial skincare brand Simple has partnered with Little Mix and cyberbullying charity Ditch the Label to tackle the epidemic of teen online bullying.

Research shows that almost one in three teens in the UK suffer from cyberbullying, and they often try and tackle it alone instead of seeking help. To help raise awareness of the scale of the issue, Simple has created a 60-second film fronted by Little Mix to encourage more teens to seek help and support. Shot to the soundtrack of ‘Strip’, the band’s feel-good body positivity anthem, the film shows the popstars wiping away unkind words and revealing kind replacements.

Hosted on YouTube and Twitter, the film will be supported with paid social media support to amplify the campaign, as well as a custom chat bot providing fans with access to online bullying support tools and new video content from Little Mix.

The campaign is in-keeping with Simple’s mission to be ‘Kind to Skin’, ‘Kind to Planet’ and ‘Kind to People’, an ethos that resonates well with UK consumers who are looking for brands that help them look good and feel good.   

In addition, Simple and Ditch the Label have co-created a special online support hub to help teens struggling with online bullying. Built on a shared belief that everyone should have free access to support, the hub is live at www.ditchthelabel.org/Simple.

Chris Barron, vice president for beauty & personal care at Unilever UKI, says: “By partnering with Ditch the Label and Little Mix, we’re continuing to tackle the issue of cyberbullying amongst the people that buy our products and show that there is support out there.”