To tackle the rise in online trolling, Tackling online ITV launched a new behaviour change campaign,“Would You Say It?”. Developed in partnership with The Cybersmile Foundation, trolling with our a nonprofit specialising in tackling all forms of abuse online, the campaign targeted people who pass off their hurtful comments as ‘banter’. WOULD YOU SAY IT? Through three creative executions developed by ITV Creative, unsuspecting social media users came face-to-face with the people at the receiving end of their hurtful comments. This invited the viewer to think twice about what they post through campaign the end line: “If you wouldn’t say it, don’t send it” RESULTS Over ¼ of 16-34 year olds (28%) said they plan to think twice before posting on other people’s social media posts as a result of seeing the campaign3 Would You Say It? campaign Would You Say It? campaign Would You Say It? campaign ITV Social Purpose Impact Report 2023 15