The internet can be a scary place, particularly comment sections where anonymity often brings out the worst in people. HELLO!, a British weekly magazine covering celebrity news, is well aware of the negativity, and has started a #HelloToKindness campaign to boost positivity in online spaces. The brand teamed up with London embroidery house Hand & Lock to sell limited-edition embroidered T-shirts in conjunction with the social media awareness push.

The HELLO! team noticed an increase in abusive online comments directed toward British royals Kate Middleton and Meghan Markle, as well as toward social media users who disagree with the original posters. For example, the magazine’s online moderators had to disable comments on an Instagram post and delete more than 500 comments on a post about Markle making a surprise appearance at the British Fashion Awards. On another post about the royals, one user urged another poster to “drink bleach” because of a differing opinion, according to the magazine.

HELLO! staff said the barrage of bile inspired them to take a stand. “It’s not acceptable to constantly pit women against each other. It’s not acceptable to post racist, sexist or threatening abuse on our platforms. And it’s not acceptable to attack other users just because the disagree with you,” HELLO! staffer Emily Nash writes in a story explaining the #HelloToKindness campaign.

“Comments left under our posts – particularly any to do with Kate or Meghan – have become increasingly hostile – either towards the duchesses or other users,” says Rosie Nixon, editor-in-chief of the magazine. “So we’re asking people to think before they post.”

We are so proud to be involved in this amazing campaign from Hello Magazine. Have you said #HelloToKindness yet?https://t.co/zWvyOFAZkA https://t.co/zWvyOFAZkA

— Hand & Lock London (@HandandLock) January 30, 2019

The charity T-shirts promoting the kindness campaign feature red embroidered script completed by Hand & Lock artisans, spelling out the campaign’s name.

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✨ #HelloToKindness ✨ We’ve come a long way, but online negativity still very much exists - I get at least a couple of messages a week from someone telling me I’m too this, too that, too whatever, you get the point. @hellomag also has to field lots of negative comments online - people pitting women against each other is, unfortunately, very common (ffs, it’s 2019, people) - and they have decided to take a stand with their new campaign, #hellotokindness. I’m totally on board with this campaign - not just because I work for @hellomag, but because the message is something I 100% stand for. The world needs more kindness. Whether it’s a friend, a colleague or an absolute stranger, kindness costs nothing yet makes all the difference. I’d love if you could join in this campaign by uploading any pic and hashtagging it #hellotokindness 😘 I’ll repost my favourites on stories!

A post shared by Alex Light (@alexlight_ldn) on Jan 28, 2019 at 6:38am PST

Profits from the T-shirts, which sell online for about $26, go to the Diana Award, a British charity set up in memory of Princess Diana. It anti-bullying work helps to encourage a change in attitudes and behaviors for young people. “Issues of low self-esteem are rife among young people these days, and we feel, as a responsible publication with high values, we need to lead the way,” says Sophie Vokes-Dudgeon, head of digital at HELLO!

Perhaps it’s naïve to believe that a hashtag campaign and charity shirt sale can do much to stem the tide of trolling comments that fill so many online gathering places, but it’s a noble effort for a worthy cause, and the white embroidered tees make a strong statement with understated simplicity.