We hijacked the Mecca of perfection - the Elle Fashion Gala and Stockholm Fashion Week, with the most contradictory fashion statement - #ImPerfect.

An everything but perfect t-shirt - designed by fashion designer Ida Klamborn and the hosts of the gala, Icona Pop - disrupted the red carpet.

All major influencers soon became human billboards with a message against their own perfectionism. The people causing the problem with their seemingly perfect lives, became the solution. #Imperfect celebrated individuality and flaws, proving to teens that being yourself is the new ideal. Influencers had yet again affected our target audience - but differently this time.

The world of appearance and perfectionism - was longing for imperfection - creating a wave of appreciation and relief both in social feeds and media. This helped us introduce a new subject in schools: SoMe behaviour.

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 The 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, wore their t-shirts straight to front-row on fashion shows that day.

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

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 among 15–59 years old.

- 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.