Dear Mark: A Bray & Co initiative for all of us.

Problem: Young peoples’ mental health is at an all time low. It is no coincidence that this has occurred during the rise of social media. The way people are projecting themelves on social media is not real - it is an idealised, innacurate depiction of how people look, act and feel. Young people need to know this - they often don’t as they don’t have the life experience.

Our Strategic Insight: If you want change, appeal to the ego of the “man in charge” and have the system changed, not the individuals.

Creative Solution: We decided to create a campaign called Dear Mark, highlighting the need for pictures to be tagged as #filteredimage whenever a filter is used. This is something that is technically simple to do - even though not all manipulated images use filters, many do, and by simply making the campaign known it will create change. All creative starts with the message “Dear Mark,” and then reveals a fact about mental health, or a video discussion, or imagery for sharing. Yes, it is directly aimed at one man . . . very directly.

Media Solution: The campaign utilises Facebook, Instagram, as well as Tiktok, because this is where young people are and the problem is the greatest. The campaign relies heavily on user generated video as well as our own videos and imagery, all targeted at both under 25’s and Mark Zuckerberg.

Results: This campaign will only be measured on one result: all filtered images on Instagram in particular being tagged as #filteredimage. We are quietly confident that we can make this happen *

* if you are a brand that would like to be involved, please message us, we would love your support.