Detoxify – Music to cleanse your feed

In an era where social media algorithms bombard young people with extreme body ideals like "bone smashing" and "ribcage bragging", Swedish insurance company Länsförsäkringar Göteborg och Bohuslän has created an innovative solution. Detoxify uses specially crafted songs that, when played near a smartphone with voice control activated, trigger the device to interact with positive content on social platforms, effectively recalibrating algorithms to deliver more uplifting material to users' feeds.

Created by Stendahls, the campaign shows teenagers they have the power to take control of their social media experience rather than being passive users. Beyond just the algorithm-cleansing songs performed by Swedish artist Dotter, the initiative includes educational resources for adults and free counseling for young people, making it a comprehensive approach to a pressing mental health issue while engaging a notoriously difficult-to-reach audience.

The campaign was initially launched on TikTok, Instagram, and Spotify.

See the full campaign at Detoxify.se