A co-created campaign empowering young people to have a more positive time online

CLIENT: YOUNGMINDS
PROJECT: #OWNYOURFEED

#OwnYourFeed is a peer-to-peer, youth-led, social campaign that handed the camera over to YoungMinds Activists allowing them to tell their stories of dealing with social media to help other young people have a more positive time online.

All the content was co-created with young people through a number of workshops to ensure the campaign was personal and relatable.  

198k

Young people helped
3.6x target

500k

Engagements
5x target

7.62m

Campaign impressions
(No target set)

1.14m

Campaign reach
1.14x target

The campaign focussed on a different theme each week:

  • ‘Know your feed’ - A fun quiz encouraged young people to think differently about their relationship with social media, along with tips and advice.

  • ‘Clean Your Feed’ - Young people were encouraged to unfollow accounts that made them feel worse about themselves, and follow more positive accounts.

  • ‘Find Your Crowd’ - Week three inspired young people to use social media as a platform to fuel their passions and connect with like minded people.

  • ‘Say Hey’ - During the final week daily challenges were posed that inspired young people to use social media as a force for good.

The community were encouraged to contribute their own tips and advice, and influencers such as Dan Howell, Bella Ramsey, Lauren Layfield and Jada Sezer got involved and shared content. An online hub featured blog articles from youth ambassadors and tips from O2 Gurus, and those who interacted with the campaign were rewarded with the chance to win O2 tickets to a gig of their choice.

The campaign made a huge impact, smashing our targets.