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Hong Kong Mental Wellness Association and FUJIFILM instax Aim to Break Filter Culture Among Gen Z
04/06/2026
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04/06/2026
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‘SELF:ME’ campaign by Omnicom Health Hong Kong champions unretouched beauty among growing mental health pressure tied to photo-editing culture
The Hong Kong Mental Wellness Association (HKMWA) has partnered with FUJIFILM instax, to launch ’SELF:ME’, a campaign that reimagines modern-day filtered selfies with authentic self-expression and unretouched beauty. The campaign has been developed with newly launched Omnicom Health Hong Kong, previously McCann Health Hong Kong, bringing together HKMWA with the iconic instant camera brand to encourage young people to not only show, but appreciate and celebrate their true selves.
Hong Kong’s gen z is facing growing mental health pressures closely tied to social media and photo-editing culture. According to a study of over 1,000 Hong Kong women by youth think tank MWYO, respondents reported taking an average of 4.2 selfies before achieving an “acceptable” image, and nearly half admitted editing or beautifying photos before uploading. This relentless pursuit of the perfect shot was found by the study to be directly associated with lower life satisfaction and diminished self-image. Further research from Hong Kong Baptist University revealed that 32% of teenage girls report Instagram negatively affects how they feel about their bodies. These findings reinforce how the selfie has evolved from a simple snapshot into a symbol of appearance pressure and relentless perfection culture.
Against this backdrop, ‘SELF:ME’ challenges the pervasive “edited self” by positioning instant photography as a refreshing alternative – a format where retouching is impossible and authenticity is the default
Anchoring the campaign is the ‘SELF:ME’ open digital platform inviting gen z to upload their own unretouched images. The unedited photos and personal reflections serve as both a gallery and a support system, creating community around self-expression and mental wellness, as well as a powerful reminder of accepting and celebrating one’s true self
Independent singer-songwriter and cultural icon, Serrini, serves as the campaign’s authentic voice. Celebrated for being someone who remains true to herself and models self-confidence through genuine self-expression, Serrini embodies the campaign’s core message and connects it to the gen z audience through online video content as well as in-person appearances at universities
To extend the campaign’s impact, an exclusive ‘SELF:ME’ box set featuring an instax camera, instant film, and curated materials, is now available at select retail locations. instax is committing a portion of proceeds from these limited edition sets to HKMWA, directly supporting mental health education initiatives in the community
Dr. 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, 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.”
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.”
The ’SELF:ME’ campaign will continue to expand over time and is being supported by multiple additional NGO partners 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
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