The Campaign

The rise of affordable camera phones and cheap data in a young country like India, have resulted in a selfie explosion. We looked at Facebook data (India specific) and found that in the month of April alone, 2.55 million posts had the word Selfie. (Supers- 158000 people used the #selfie on Instagram. And people who posted selfies had 3.6 times more followers.) Selfies are fun. And it feels great to be liked. But growing up in this selfie obsessed culture can be tough on young girls struggling with low self esteem. Vodafone marked May as the National Self esteem month and created a made for Facebook only mobile campaign that targeted young women across India with selfies that came alive.

Creative Execution

We used the natural position of the Like tab in the feed in an ambient way for the characters to interact with. The message? A healthy sense of self esteem comes from so much more than what can be seen in your selfie. Go on and post a selfie but remember that it doesn’t define all that you are. Because you are #worthmore than just your selfie. Placard copy for 3 statics : I am smart, generous and funny. I am #worthmore than just my selfie. I am strong, kind and honest. I am #worthmore than just my selfie. I am talented, driven and dynamic. I am #worthmore than just my selfie.

The made for Facebook campaign racked up over 6.6 million views on just a week and sparked a conversation no one was having before on social media. Starting a movement as girls across India started to post proud selfies with the #worthmore. Celebrities and influencers joined in. Selfies are here to stay as long as young women never forget that they are worth so much more.

Vodafone marked May as the National Self esteem month and launched a made for Facebook only mobile campaign that targeted young women across India with short ads. Static selfies that came alive. The message? A healthy sense of self esteem comes from so much more than what can be seen in your selfie.