Three months ago, London-based beauty blogger Em Ford decided to start posting photos of herself without makeup on her social media accounts. Ford, who struggles with acne, was the recipient of harsh reactions. "Her face is so ugly," said one commenter. "I can't even look at her," said another. This week, Ford posted a video cataloguing these insults, and the result is the viral #YouLookDisgusting campaign, a call to end Internet shaming. In just a handful of days the video has racked up over ten million views.
"Three months ago, I began posting images of myself without make-up on social media," says the opening of the video. "During that time, over 100,000 people have commented on my face." As the daily, elaborate, process of applying makeup to look camera-ready. The comments are still negative. "You wear too much make-up," says one. "Can you imagine waking up next to her in the morning?"
The popularity of Em Ford's story reflects an increase interest in the after effects of Internet shaming and cyberbullying after other notable stories brought this topic to light. Monica Lewinsky, who some claim to be among the Internet's first shaming victims, has given popular talks about the issue for Ted and at Cannes Lions this year.
Ford's campaign reaches out to many who have experienced Internet shaming as she has. The video ends with comments from her sympathizers: "I get bullied because of my skin." "41 years old and I've had acne for 18 years."
See the video, below.