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Although this campaign is not specifically feminist, online abuse disproportionately impacts women and girls, so it was no coincidence that ITV premiered this campaign in a advert break during a women's football match. Online trolling and sports 'banter' can have significant affects on the mental wellbeing of those targeted. The Cybersmile Foundation – a nonprofit specialising in tackling all forms of bullying and abuse online – advised ITV on the campaign, which signposts audiences to WouldYouSayIt.itv, which directs users to specialist advice and support.