Cosmetics company Urban Decay wants to put an end to cyberbullying, and they tapped a blind world champion swimmer to help propel the message forward.

 

Debuting on Stop Cyberbullying Day, a call-to-action video series starring Anastasia Pagonis is the latest product of Urban Decay's longstanding partnership with The Cybersmile Foundation, a nonprofit committed to promoting kindness, diversity and inclusion online. Pagonis, 19, who lost her sight at age 14 as the result of an autoimmune disease, shares her personal experience with bullying and outlines four simple steps anyone can take to combat so-called “trolls” in the 50-second spot. The subsequent films provide more details about how to stop hate and spread love on social media.

 

“Losing my vision was hard enough and it's even worse when people online accuse me of lying about it,” said Pagonis. “Negative energy belongs in the trash—not in our feeds.”

Online Bullying Hurts IRL has already started to kick-off on the brands social media channel with Cybersmile Mondays, a mental health initiative from Urban Decay centered around digital well-being. Through social content, Urban Decay will speak to its Gen Z consumer through organic content showcasing acts and words of kindness. To continue providing vital resources and support to its community and beyond, the beauty brand is also making a $75,000 donation to The Cybersmile Foundation. This pledge marks three years of partnership and a total contribution of $300,000 to the organization.

 

“We've always championed individuality at Urban Decay and believe that everyone should be able to freely express their authentic selves online without being subject to abuse,” said Eva Erdmann, president, Urban Decay Global. “We are thrilled to have someone as dynamic, determined, and accomplished as Anastasia joining us on our mission to end cyberbullying and create safe digital spaces for all.”

 

Since 2021, Urban Decay has worked alongside The Cybersmile Foundation to develop free educational materials and provide assistance to victims of online bullying and their families.

 

Check out a clip of the campaign below: