Maybelline New York | Under The Avatar

It’s a shocking truth that in Australia, 83% of female-identifying gamers have experienced abusive behaviour online. But what’s just as shocking is that 71% of male gamers who witness this abuse, ignore it. Together with Maybelline New York, we created Under the Avatar, a campaign that acts as a reminder to those who abuse and those who stay silent that there is a real person on the other side of the game, and abuse can target a friend, partner, sister or daughter. Watch, share and call out inappropriate behaviour online because under every avatar is a real person.