SELF:ME campaign promotes authentic self-expression

Digital platform encourages unretouched photo sharing

The Hong Kong Mental Wellness Association (HKMWA) has partnered with FUJIFILM instax to launch SELF, a campaign designed to encourage authentic self-expression among young people and challenge the pressures created by social media image culture.

Developed with Omnicom Health Hong Kong, the initiative positions instant photography as an alternative to heavily edited online content, inviting Gen Z audiences to embrace unretouched images and celebrate their true selves.

Campaign responds to social media pressures

The campaign follows research highlighting the impact of appearance-focused social media behaviour on young people's wellbeing in Hong Kong. A study by youth think tank MWYO found that women surveyed took an average of 4.2 selfies before capturing an image they considered acceptable, while nearly half reported editing or beautifying photos before sharing them online.

The research also linked the pursuit of idealised images to lower life satisfaction and poorer self-image. Separate research from Hong Kong Baptist University found that 32 percent of teenage girls said Instagram negatively affected how they felt about their bodies.

Digital platform promotes authentic self-expression

At the centre of the campaign is the SELF digital platform, where users can upload unretouched photographs and share personal reflections. The platform aims to create a community focused on self-expression, mental wellness and acceptance.

The campaign positions instant photography as a medium where image editing is not possible, encouraging participants to move away from perfection-driven online behaviours and engage with more authentic forms of self-representation.

Serrini supports campaign outreach

Singer-songwriter Serrini has joined the initiative as its ambassador. Through online content and appearances at universities, Serrini will help communicate the campaign's message of confidence and authentic self-expression to younger audiences.

To further support the initiative, selected retailers are offering a limited-edition SELF box set that includes an instax camera, instant film and campaign materials. A portion of sales from the product will be donated to HKMWA to support mental health education programmes.

Partnership combines brand and wellbeing objectives

Dr. May Lam, Founder & President, Hong Kong Mental Wellness Association: "HKMWA is dedicated to building resilience, empathy, and lasting mental wellbeing through the power of education. The SELF campaign connects with young people at a time when comparison and the search for approval can feel overwhelming, creating space for them to feel seen and valued for who they are. With instax as our campaign sponsor and the kind-hearted support of our many partners, we were able to champion instant photography as a meaningful way to remind young people that authenticity matters more than perfection."

Stanley Sun, CEO, FUJIFILM instax: "We're honoured to partner with HKMWA and support this important initiative. instax stands behind the idea that it isn't about getting it perfect; it's about the enjoyment of capturing genuine moments. 'SELF' reminds us that the most powerful moments are the real ones – unfiltered, unretouched and unapologetically authentic. We're proud to be inviting Gen Z to embrace who they are and rediscover confidence."

Omnicom Health Hong Kong develops initiative

Sam Wong, Managing Director, Omnicom Health Hong Kong: "This campaign exemplifies the power of a strategic partnership and how brands of all kinds can play a positive role in supporting consumer wellbeing. SELF has become more than a campaign, it is a meaningful movement for mental wellbeing that doesn't lecture but instead questions the modern-day selfie culture by providing a space for people to celebrate natural beauty and genuine connection."

The campaign will continue to expand with support from a range of non-governmental organisations, including Baptist Oi Kwan Social Service, Caritas Hong Kong, Richmond Fellowship of Hong Kong, St. James' Settlement, The Boys' and Girls' Clubs Association of Hong Kong, The Hong Kong Federation of Youth Groups and The Mental Health Association of Hong Kong.

hkmwa.org.hk

www.instax.com

www.omnicommedia.com

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