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.”

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Rooted in Canon’s corporate philosophy of ‘Kyosei’—living and working together for the common good—the initiative reflects the outlook of a generation that demands accountability, embraces diversity, and seeks meaningful change.

“With ‘#iamkyosei’, we celebrate youth by acknowledging their perspectives. This ensures inclusivity and cultural authenticity in everything Canon does and reflects our long-standing ‘kyosei’ philosophy which continues to guide our community initiatives across the region,” said Toshiyuki (Tiger) Ishii, president and CEO of Canon Singapore. 

‘We are witnessing a fundamental shift in marketing today, where brands are defined not only by the products they sell but also by the change they inspire,” Ishii elaborated. 

In parallel, Canon employees shared their own stories in videos that highlight how ‘Kyosei’ is lived within the organisation, proving it is more than a guiding principle—it is a practice.

Through “#iamkyosei”, Canon reimagines its role for the next generation: not only as a leader in technology but also as a supporter of resilience, purpose, and the transformative spirit of youth.

Recently, Canon has also launched its ‘Inkfinity’ green pledge campaign which highlighted their commitment to sustainability initiatives in Singapore. 

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The event brought together employees, long-time partners, and representatives from the Singapore Economic Development Board (EDB) to honour the company’s enduring partnership with the nation.

At the heart of the celebration was the unveiling of a “Thanks Smile Shot” Instax photo installation, curated from over 720 employee-contributed photos capturing moments of joy, teamwork, and shared milestones. 

The installation featured three panels representing national icons—Changi Airport Control Tower, Vanda Miss Joaquim, and the Lion Head Symbol—symbolizing Fujifilm’s commitment to innovation and nation-building.

The event reflected on Fujifilm’s six-decade journey alongside Singapore’s transformation from an emerging nation to a global hub. 

“Celebrating our 60-year journey with Singapore is incredibly meaningful,” said Wee Tee Hsien, CEO, FUJIFILM Business Innovation Singapore.

Guests included Haruto Iwata, managing director of FUJIFILM Asia Pacific, Lim Wey-Len, executive vice president of EDB, and leaders across Fujifilm’s five entities in Singapore.

“We’ve grown with Singapore through every phase—from industrialisation to the digital era. This event celebrates our people, our partnerships, and the shared future we are building,” Hsein said. 

The event also spotlighted Singapore’s role as a strategic base for Fujifilm’s operations in healthcare, semiconductors, business innovation, and imaging. Over the years, Fujifilm has supported customers across more than 14 Asia Pacific markets.

In recent years, Fujifilm has deepened its investment in Singapore with the launch of: FUJIFILM Electronic Materials and FUJIFILM Healthcare Asia Pacific. 

“This milestone is not just about legacy—it’s about what’s next,” said Masatsugu Naito, president of FUJIFILM Business Innovation Asia Pacific. 

The Fujifilm Group in Singapore includes FUJIFILM Asia Pacific, FUJIFILM Business Innovation Asia Pacific, FUJIFILM Business Innovation Singapore, FUJIFILM Healthcare Asia Pacific, and FUJIFILM Electronic Materials. 

Together, they serve Asia Pacific markets with over 1,100 employees based in Singapore.

Naito affirmed Fujifilm Group’s consistent growth in terms of innovation: “We see huge opportunities in AI, process automation, and rethinking how technology and sustainability converge in the workplace.”

Highlighting the event’s employee-centric anniversary celebration, each employee also received their new and exclusive Purpose edition Instax Mini Link 3 and mini film to commemorate the event. 

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The campaign highlights the inspiring story of Teacher Waree, a beloved educator whose unwavering dedication and belief in her students’ potential exemplify the true spirit of teaching.

Equipped with the vivo V40, Teacher Waree captured heartfelt portraits of her graduating Grade 12 students, each image reflecting the unique spirit and potential she sees in them. These cherished photographs are now displayed in a school exhibition.

Titled ‘Always in My Eyes,’ the exhibition, organised by vivo and Grey, illustrates how a teacher’s lens captures the best in their students, while the vivo V40’s camera brings those visions to life with breathtaking clarity. It symbolises the heart of a teacher, guiding students toward a bright future and offering them timeless images filled with hope and encouragement.

In addition to the exhibition, the campaign features a heartwarming documentary by Thai filmmaker Puangsoi Aksornsawan, showcasing the bond between teachers and students in Thai schools. The film offers an intimate look into Teacher Waree’s world, with the vivo V40’s ZEISS-powered portrait capabilities beautifully capturing the emotions and connections at the heart of the story.

“A teacher’s dream is to see their students grow and thrive, to become whatever they aspire to be. And no matter how much time passes, every teacher will always carry love and care for their students,” Teacher Waree shared.

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In the film, she performs this feat with ease, being made possible by the experience onboard Singapore Airlines such with its in-flight service, curated in-flight menu, comfortable seats and spacious cabins, as well as unlimited complimentary Wi-Fi across all cabin classes.

Nimke’s photographs capture the raw and authentic moments of being in the air, such as a unique composition of a selfie using a mirror built into SIA’s Business Class seats, the way the light hits the spacious cabin basking one in a glow of light, or the moment a cabin crew delicately plates a dish like her own canvas.

These photographs were then displayed at the Leica Gallerie, located at Raffles Hotel, for a private exhibition.

Talking about the campaign, Loo Yong Ping, deputy executive creative director at TBWA\Singapore, said, “Julia was a dream to work with. Her unique ability to capture natural, un-staged moments and use the available light and space at her disposal, and still create these beautiful images were really inspiring.”

Meanwhile, Jacky Lee, director at Smallshop, commented, “Shooting on a flight has its logistical challenges. You must work with the environment you have, all while keeping things discreet, as there are other passengers too. We’re glad that the film came out beautifully, all thanks to Julia’s unique eye.”

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