Influencer marketing platform Kolsquare has joined with leading cyberbullying charity The Cybersmile Foundation to amplify a global awareness campaign to mark UNESCO’s International Day Against Violence and Bullying at School on November 6th, highlighting the harmful impact of online abuse and the urgent need for safer, more compassionate spaces for young people.
The campaign, themed Words Matter, asks influencers to speak openly about cyberbullying, share personal stories, and encourage empathy, kindness and more responsible digital behaviour.
Online bullying is a huge problem globally. The World Health Organisation surveyed 279,000 young people from 44 countries in 2024 and found that one in six adolescents had been bullied online. In the UK, the problem is particularly prevalent among girls. The NSPCC spoke to parents of girls and found that 37% had been bullied by other children.
Kolsquare, a pioneer for responsible influence leading the movement to combat cyberbullying, is working alongside hand-picked creators who are connected and engaged with younger audiences and can call on their communities to pledge empathy online, learn how to recognise harmful behaviour, and direct young people to Cybersmile’s resources for help and support. They will also encourage other influencers to help spread the message.
“For many young people, influencers are trusted role models with a reach and relevance that parents or teachers sometimes struggle to achieve,” explains Kolsquare CEO Quentin Bordage. “When influencers speak up, their communities listen, and that creates a unique opportunity to promote empathy, respect and safer online spaces. At Kolsquare, our mission is to champion responsible influence and harness social media for positive impact. We’re proud to support The Cybersmile Foundation’s Words Matter campaign and help scale its message at a moment when it’s needed more than ever.”
Zander Murray (@zandermurrayofficial), a 34-year-old former professional footballer from Glasgow, is one of the influencers taking part in the campaign. He’s been passionate about anti-bullying since he came out at the age of 29 and became Scotland’s first openly gay pro footballer.
A keynote speaker who has visited schools across the UK to talk about prejudice, bullying and mental health, Zander says: “Being a positive role model is everything to me. I speak in schools all the time, and I see firsthand how powerful it is for a young person to look up and realise they don’t have to hide who they are to be safe. Influence can save lives when it’s used responsibly. That’s why I’m proud to support this campaign – it shows that influencers can be a force for empathy, courage and protection online, instead of pressure or fear.”
Bullying was rife at Zander’s secondary school in Glasgow, and he avoided it by staying in the closet. He says, “ I pretended to be straight so that I didn’t get targeted. I saw other boys get beaten up, and I knew if anyone suspected I was gay, I’d be next. I ended up staying in the closet from the age of 13 all the way to 29 – 16 years – before I finally came out as Scotland’s first openly gay male professional footballer. I know how lonely that silence can feel. That’s why campaigns like Words Matter are so important. When young people see representation, when they see someone like them standing up and thriving, it can stop them from feeling like they’re on their own.”
How influencers can help combat online bullying
- Help to reinforce positive behaviour – influencers help shape what is seen as acceptable online, promoting empathy and respect.
- Reach audiences that other channels miss – young people are more likely to absorb guidance from creators they encounter online. A 2023 survey by the Office for National Statistics found that 92.6% of 10 – 15-year-olds were online daily.
- Role models of healthy online behaviour – influencers can demonstrate how to respond to bullying, report abuse and support others.
- Nip harmful trends in the bud – real-time visibility allows influencers to intervene quickly when harassment escalates.
- Build safer communities – responsible creators set boundaries, moderate comments, and cultivate supportive spaces.
- Empower witnesses – they encourage followers to speak up rather than stay silent when they witness bullying.
- Promote credible resources – partnerships with expert organisations like The Cybersmile Foundation ensure followers have access to help, tools and education.
Kolsquare is a Benefit Corporation that provides its influencer marketing platform to NGOs and nonprofits at a reduced or no cost and is committed to promoting ethical behaviour online.
