Simple and Little Mix have teamed up to take a stand against online hate and bullying in a bid to encourage everyone to #ChooseKindness. The Unilever-owned brand has partnered with Ditch the Label, launching an online support hub for those who have been targeted by trolls.

The campaign will be supported by a 60-second spot, featuring the pop group’s song, Strip, and shows them wiping away unkind words.

I don’t think a troll really realises what impact they have on people when they say something really nasty, even if it’s in passing for them. The impact of it really has to be understood, and the campaign will hopefully do that and empower people to be kinder,” Little Mix’s Perrie told Ditch the Label.

“Cyberbullying continues to be a growing issue and one that e=affects the young people that buy our products, which is why Simple has teamed up with Little Mix again as we believe it’s time to wipe away the hate and choose kindness,” said Chris Barron, Vice-President for Beauty and Personal Care at Unilever UK.