Länsförsäkringar (insurance company) - #ImPerfect case study (2018) 2:00 (Sweden)

An #ImPerfect initiative against fake online facades

The Swedish insurance company Länsförsäkringar started a successful movement towards fake online facades that are causing low self-esteem and anxiety among teenagers. How? By turning influencers into human billboards – with a message against their own perfectionism.

Social media is damaging the mental health of Swedish teenagers due to constant comparisons with influencers and unattainable ideals. Länsförsäkringar, who in various ways are helping young people to grow and believe in themselves, wanted to shine a light on this and help teens see beyond all fake online facades. But teens wouldn’t listen to an insurance company…

The problem became the solution

Länsförsäkringar hijackaed superficial venues – several major Swedish fashion events – and joined forces with the people causing the problem: influencers on front row. They became the solution, wearing the #ImPerfect t-shirt they turned into human billboards with a contradictory message against their own perfectionism. Teenagers closest online relation was used to change social feeds, making flaws and individuality the new ideal.

A new subject in schools

The human billboards disrupted teen’s social feeds overnight. Within days all major national media covered the story. Major celebrities/influencers such as actors, rock stars and designers joined the movement. Länsförsäkringar also launched the ImPerfect web series, introducing a new subject in schools: Social Media Behaviour. The initiative got 40 million organic reach (4 times Sweden’s population). And the topic continues to be on the agenda for a healthier Sweden.

View more here (in Swedish):
http://misslyckad.se/

Advertised brand: Länsförsäkringar (insurance company)
Advert title: #ImPerfect
Headline and copy text: An #ImPerfect initiative against fake online facades
Field: Social sustainability
Media: Ambient, Directs, Content, Integrated
Advertising Agency: Stendahls, Gothenburg, Sweden
Agency website: http://www.stendahls.se
Published: May, 2018