Boohoo launches #boohoofilterfree campaign to end self-comparison culture online

Boohoo launches a new social campaign that aims to end negative self-image and inspire filter free positivity online
The retailer will work with experts including Psychiatrist Dr Sarah Vohra and influencer and burns survivor Sophie Lee.
// Boohoo launches a new social campaign that aims to end negative self-image and inspire filter free positivity online
// Under new campaign, influencers and customers are being encouraged to post across their social channels “filter free”

Boohoo is introducing a new social-driven campaign #boohoofilterfree, which aims to eradicate filter abuse and reduce comparison culture.

The fast fashion retailer believes the use of filters and face-altering apps have damaging effects on young people’s self-esteem and with a lack of policing by social media apps, filter abuse in communities has become the norm.

A study by the Boohoo revealed that 39% of women compare themselves with women they think look pristine without effort and 58% of women say that social media has changed how others view them and how they view others.


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The new campaign invites people to post themselves filter free across social media using #boohoofilterfree to spread awareness about negative self image and how damaging comparison culture can be.

Newly proposed UK legislations are seeking to introduce a bill that makes it illegal for influencers to post edited and filtered imagery without declaring the artificial alterations. The fashion brand aims to drive positive change ahead of potential new laws through its campaign.

The campaign will begin with Boohoo’s new stand-alone Instagram account @boohoohypegirl, dedicated to empowering others to feel good about themselves, spreading positivity and encouraging people to be kinder online.

Boohoo will work with experts including Psychiatrist Dr Sarah Vohra and influencer and burns survivor Sophie Lee who are supporting this campaign to provide information on the effects of filter abuse.

“With social media constantly serving us up highlights of other people’s lives, it is hard to separate what is real from what has been edited or filtered,” said Vohra.

“Whilst for some these filtered images may be inspirational or aspirational, for others it can spiral into comparison with our unfiltered selves, make us feel ‘less than’ and fuel low self-esteem; it can be hard to resonate with images where bodies and skins are portrayed as seemingly perfect and blemish-free, but it’s made even more difficult when that is seemingly all we see online.

“Boohoofilterfreecampaign is a powerful reminder of what life is really like beyond the filter, bringing images that are far more relatable to the forefront; the images we compare ourselves to and we perceive to be ‘better than’ us are actually not the reality,” she said.

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1 COMMENT

  1. company selling cheap clothes that hurt the environment and make people feel bad about their bodies. they can do a campaign but what they;ve already done circulates and social media is not better for it. i;ll never buy there clothes. they make women look like ******’s. and we are NOT. they are the fireman putting out the fire they started. they don’t help and need to get in better PR.

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