'SELF:ME' unveils unretouched photo exhibition

In an age dominated by digital filters and curated perfection, the Hong Kong Mental Wellness Association (HKMWA) and Baptist Oi Kwan Social Service (BOKSS) have joined forces to launch "SELF:ME"—a campaign designed to rebuild self-confidence and safeguard mental health among Hong Kong’s Gen Z population.

Supported by FUJIFILM instax and developed by creative agency Omnicom Health Hong Kong, the campaign reached a major milestone this week with a press conference revealing sobering new survey results on the emotional toll of social media beauty pressures. Alongside these findings, organisers unveiled an interactive experience at AIRSIDE inviting the public to step away from digital lenses and embrace their authentic selves.

Originally launched in June 2026, SELF:ME champions instant photography as a raw, refreshing alternative to heavily edited digital photos. To understand the root of the problem, May Lam Mei-ling, founder and president of HKMWA, together with Scarlet Poon Fung-oi, assistant chief executive of BOKSS, presented the findings of the “Survey on Emotional Health and Photo-Editing Behaviours among Hong Kong Youth.” The study of 983 residents aged 11 to 30 uncovers a stark, perfectionism-driven correlation between frequent photo retouching, low self-compassion, and heightened self-criticism.

The results paint a troubling picture of life online. Nearly 70% of Gen Z respondents routinely edit photos of themselves before posting, while roughly half rate their overall wellbeing below international standards. Around 40% expressed a desire to significantly alter their physical appearance, and over one-third actively dislike seeing themselves in mirrors or photographs.

Most notably, respondents who edited their photos most frequently consistently reported the lowest levels of emotional wellbeing. As Lam warned, negative self-criticism lurks directly behind photo retouching—the more individuals edit their images, the more dissatisfied they feel with their appearance and the lower their self-compassion becomes.

To celebrate authentic identity under the press conference theme “Shine like a star, just as you are,” singer-songwriter and campaign ambassador Serrini spoke candidly about her personal journey with self-esteem. Reflecting on how she found a grounded sense of self-worth, Serrini noted that true confidence does not come from believing one is perfect, but rather from acknowledging imperfections while still feeling empowered and genuinely liking who you are.

That message comes to life at the free SELF:ME interactive photography experience zone at AIRSIDE, a week-long exhibition open to the public through 16 August. The exhibition invites visitors to switch off digital filters, take zero-retouch instax photos, and leave personal messages of self-appreciation. Alongside the interactive booth, a photo wall displays hundreds of unedited faces gathered from young participants across the city, creating an ongoing visual and emotional dialogue that encourages the wider public to rethink traditional definitions of beauty.

Crucially, the campaign’s impact extends far beyond raising awareness. A limited run of 500 SELF:ME charity special edition sets successfully raised HK$100,000, with all proceeds donated directly to HKMWA to fund local youth mental health services. Furthermore, the initiative has sparked a lasting institutional commitment: HKMWA announced it will run the youth mental wellness index established through this study on an annual basis, converting a brand campaign into an ongoing benchmark for the city.

"It's a great honour to support a campaign of such social significance," said Stanley Sun, CEO of Fujifilm Hong Kong. "What defines a FUJIFILM instax photo is its 'unrewritable' quality - a uniqueness and authenticity that captures the most natural, unfiltered beauty of the present moment. Through this campaign, we hope to remind every young person that who they are, right here and right now, deserves to be valued.” 

Oscar Yeung, account director at Omnicom Health Hong Kong, said, “"These research findings are hard to read, but they're exactly why campaigns like SELF:ME matter. When nearly half of Hong Kong's Gen Z are living with below-average wellbeing, this can't just be a conversation, it has to be a collective response." 

"We're proud to see FUJIFILM instax, the Hong Kong Mental Wellness Association and Baptist Oi Kwan Social Service as well as a number of other organisations come together behind this cause, and we hope it encourages more brands and organisations to recognise the importance of supporting young people's mental health," Yeung added. 

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

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