We needed to address our times’ most urgent youth health issue - social media perfectionism. But teens wouldn’t listen to an insurance company. So, at the Mecka of appearance and perfectionism, we hijacked the spotlight and joined forces with those causing the issue - influencers on front row - to ignite the spark. Wearing the #ImPerfect* t-shirt they became Human Billboards, with a contradictory message against their own perfectionism. This way we used influencers - teenagers’ closest online relation - to change social feeds making flaws and individuality the new ideal.

We spread the word in collaboration with third parties, ranging from psychiatrists to fashion designers. The world was longing for imperfection - creating a wave of appreciation and relief both on social platforms and in media. The topic even made it to the educational agenda - making SoMe-behaviour a new school subject.

*#MissLyckad in Swedish

1. Conduct national survey and share the news to national media to create a debate.

2. Musicians Icona Pop and fashion designer Ida Klamborn support the initiative by designing the Imperfect t-shirt. Unisex, norm-neutral and available on TicTail.

3. Hijack the spotlight where appearance is everything – Stockholm Fashion Week and Elle Gala. Use the hosts of the gala, the event DJ and the styling crew to make “ImPerfect" the new black. Influencers invited to a VIP lunch at Stockholm Fashion Week, became the perfect media placement on front-rows that day.

4. The hashtag #ImPerfect (#MissLyckad) gathered the engagement, where influencers and teens joined the movement as Human Billboards.

5. PR outreach in all verticals - fashion/lifestyle/mainstream media - about the design co-lab.

6 Co-lab with psychiatrist and students to create a web series that was introduced to schools - teaching how to relate to SoMe, securing health/wellness.

- Swedish schools are now giving classes on SoMe Behaviour and Digital Health, preventing mental illness amongst teens.

- Organic reach close to 40 million (media + social). (4 times Sweden's population).

- 1,9 million views of campaign film (a 5th of Sweden's population)

- Trending news in Sweden during initial campaign weeks.

- Top major celebrities/influencers joined the movement and shared posts on their social channels and IRL.

- All major TV and radio programs reported.

- 65% campaign recognition, 100% above business target

- 16% claim they started discussing the initiative with peers.

- 39% of all reached consumers say they got a more positive view of Länsförsäkringar.

- Teens created a charity gala, films and products to express their engagement.

- Topic is on the political agenda for a healthier Sweden and collaborations are initiated with schools, municipalities and hospitals.