Words are Permanent

Agency: Adam&EveDDB

Client: The Cybersmile Foundation

Role: Producer

Production partner: Untold Studios

Cannes Lions 2025 submission - DOOH / Press / Online

Campaign Best Press Ads 2025

The Words Are Permanent campaign for Cybersmile tackles the growing crisis of cyberbullying and its long-term effects on young people. With one in six teenagers experiencing online harassment, the campaign highlights the invisible harm caused by hateful social media comments.

The creative concept centers around turning real, harmful online comments into permanent tattoos on the faces of children, symbolising the lasting damage that short-lived online abuse can leave.

Using real online comments sent to 11-16yr olds and Ai produced models for safeguarding reasons.