Hong Kong – The Hong Kong Mental Wellness Association (HKMWA) has partnered with FUJIFILM instax to launch ‘SELF:ME’, a campaign aimed at encouraging authentic self-expression and challenging the culture of filtered and edited selfies among Gen Z.
Developed by Omnicom Health Hong Kong, the campaign seeks to address the growing influence of social media and photo-editing culture on young people’s perceptions of themselves and their mental wellbeing.
The initiative is informed by research highlighting the pressures associated with image curation online. A study by youth think tank MWYO involving more than 1,000 women in Hong Kong found that respondents took an average of 4.2 selfies before obtaining an image they considered acceptable, while nearly half said they edited or enhanced photos before posting them online. The study also linked these behaviours to lower life satisfaction and poorer self-image. Separate research from Hong Kong Baptist University found that 32% of teenage girls reported that Instagram negatively affected how they felt about their bodies.
Against this backdrop, SELF:ME promotes instant photography as an alternative to heavily edited digital images, highlighting a format where photos cannot be retouched after they are taken.
At the centre of the campaign is an open digital platform where Gen Z participants can upload unedited photographs alongside their personal reflections. The platform is designed to create a space for conversations around self-expression, self-image, and mental wellness.
The campaign also features singer-songwriter Serrini, who will appear in digital content and university engagements aimed at reaching younger audiences.
As part of the initiative, a limited-edition SELF:ME box set containing an instax camera, instant film, and campaign materials is being made available at selected retail locations. A portion of the proceeds from sales will be directed to HKMWA to support mental health education programmes.
Stanley Sun, CEO of FUJIFILM instax, commented, “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:ME’ 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.”
SELF:ME is also supported by several non-government 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.
Dr May Lam, Founder & President at Hong Kong Mental Wellness Association, said, “HKMWA is dedicated to building resilience, empathy, and lasting mental wellbeing through the power of education. The SELF:ME 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.”
Sam Wong, Managing Director at Omnicom Health Hong Kong, added, “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:ME 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.”
