The SELF:ME campaign in Hong Kong has released survey findings linking photo-editing habits among young people with lower self-compassion, greater appearance dissatisfaction and lower wellbeing.
The campaign, jointly launched by the Hong Kong Mental Wellness Association (HKMWA) and Baptist Oi Kwan Social Service (BOKSS), with support from FUJIFILM instax and developed by Omnicom Health Hong Kong, held a SELF:ME event this week featuring the findings and an interactive photography experience.
SELF:ME launched in June 2026, using instant photography as an alternative to edited photos and inviting young people to share unedited photographs online. The campaign has since gathered hundreds of unedited photographs from participants across Hong Kong.
The event, themed “Shine Like a Star, Just as You Are,” presented findings from the “Survey on Emotional Health and Photo-Editing Behaviours among Hong Kong Youth.” The study surveyed 983 residents aged 11 to 30 and examined links between photo-editing habits, self-confidence, self-compassion and emotional wellbeing.
Nearly 70% of Gen Z in Hong Kong have retouched photos of themselves before posting on social media, while about half rate their wellbeing below the international standard.
Around 40% of respondents expressed a desire to significantly change their appearance. More than one-third disliked how they looked in the mirror or in photographs, and over one-third were dissatisfied with their appearance. Respondents who edited their photos more frequently also reported lower levels of wellbeing.
“Behind the photo retouching lies a lot of negative self-criticism,” warned Dr. May Lam Mei-ling, Founder and President, Hong Kong Mental Wellness Association.
“The more individuals edit their photos, the more dissatisfied they feel with their appearance – and the lower their self-compassion.”
At the event, singer-songwriter and campaign ambassador Serrini spoke about her own struggles with self-esteem in her younger years and her journey toward a more grounded sense of self-worth.
“Confidence doesn’t come from thinking, ‘I am perfect.’ It comes from being able to say, ‘I know I have imperfections, yet I still feel empowered and genuinely like who I am.'”
The event also introduced a free interactive SELF:ME Photography Experience Zone and the week-long exhibition was open to visitors to switch off filters, participate in zero-retouch instax photography and leave personal messages of self-appreciation. A photo wall at the exhibition featured authentic, unedited faces of young Hong Kong participants.
A limited run of 500 SELF:ME Charity Special Edition Sets raised HK$100,000, with all proceeds donated to the HKMWA to support local mental health services for young people. A cheque presentation ceremony marking the donation was held during the event.
The HKMWA has also announced that it will run the youth mental wellness index established through the survey annually, extending the research into an ongoing benchmark for the city.
“It’s a great honour to support a campaign of such social significance,” said Mr. Stanley Sun, CEO, Fujifilm Hong Kong Limited.
“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.”
“These research findings are hard to read, but they’re exactly why campaigns like SELF:ME matter,” said Oscar Yeung, Account Director, Omnicom Health Hong Kong.
“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.”
