HKMWA and FUJIFILM launch 'SELF:ME' to combat Gen Z selfie pressure

The Hong Kong Mental Wellness Association (HKMWA) has partnered with FUJIFILM instax to launch "SELF:ME," a campaign that reimagines modern-day filtered selfies by championing authentic self-expression and unretouched beauty.

Developed in collaboration with the newly launched Omnicom Health Hong Kong, previously known as McCann Health Hong Kong, the initiative brings together the mental health organisation and the iconic instant camera brand to encourage young people to not only show, but truly appreciate and celebrate their genuine selves.

This initiative arrives at a critical moment, as Hong Kong's Gen Z faces growing mental health pressures that are closely tied to social media and the pervasive culture of photo-editing. According to a comprehensive study of over 1,000 Hong Kong women conducted by youth think tank MWYO, respondents reported taking an average of 4.2 selfies before achieving what they deemed an “acceptable” image, with nearly half admitting to editing or beautifying their photos before uploading them to digital platforms.

The study found that this relentless pursuit of the perfect shot is directly associated with lower life satisfaction and a diminished self-image among youth. Furthermore, research from Hong Kong Baptist University revealed that 32% of teenage girls report that Instagram negatively affects how they feel about their bodies. Together, these findings reinforce how the selfie has evolved from a simple, spontaneous snapshot into a stressful symbol of appearance pressure and a relentless perfection culture.

Against this challenging backdrop, the SELF:ME campaign directly confronts the pervasive "edited self" by positioning instant photography as a refreshing alternative—a tangible format where retouching is inherently impossible and authenticity remains the default.

Anchoring the entire campaign is the SELF:ME open digital platform, which invites Gen Z individuals to upload their own completely unretouched images. These unedited photos, accompanied by personal reflections, serve as both a collective gallery and a mutual support system, creating a vibrant community centred around raw self-expression and mental wellness, while providing a powerful daily reminder of the importance of accepting and celebrating one’s true self.

Serving as the campaign’s authentic voice is independent singer-songwriter and cultural icon, Serrini. Celebrated for remaining fiercely true to herself and modeling self-confidence through genuine self-expression, Serrini perfectly embodies the core message of the campaign. She is set to connect directly with the Gen Z audience through a mix of engaging online video content as well as highly anticipated, in-person appearances at local universities.

To extend the campaign's physical impact into the community, an exclusive SELF:ME box set has been launched, featuring an instax camera, instant film, and specially curated wellness materials, which is now available at select retail locations. Demonstrating a deeper commitment to the cause, instax is donating a portion of the proceeds from these limited-edition sets directly to HKMWA, which will go toward supporting vital mental health education initiatives across the community.

The SELF:ME campaign is designed to expand dynamically over time and is already being supported by an extensive network of multiple additional NGO partners. These key organisations include 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.

May Lam, founder and 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.”  

Stanley Sun, CEO of FUJIFILM instax, added, “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.”  

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.” 

MARKETING-INTERACTIVE has reached out to HKMWA for more information.

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