Selfies are fun. And it feels great to be liked.

But growing up in this selfie obsessed culture can be tough on young women struggling with low self esteem.

we discovered that young women delete selfies at a much higher rate than general photos and more than older women and men.

(Super – 1.4 times more)

Vodafone believes that connectivity and technology can empower people so they can be their best selves.

So they 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.

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.

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 young women 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.

We analyzed Facebook data and found that 2.55 million posts had the word Selfie in just a month.

Selfies are fun. And it feels great to be liked.

But growing up in this selfie obsessed culture can be tough on young women struggling with low self esteem.

This insight turned out to be true. Analysis of over 10 Mn Facebook comments and hashtags related to body image and appearance

Showed us that young women delete selfies 1.4 times more than general photos and more than older women and men.

Vodafone wanted to raise awareness about this and send young women a positive message of true self worth.