Instagram has partnered with Australia's The Butterfly Foundation to launch a new campaign to celebrate body positivity and authentic sharing on the platform.
The campaign includes new resources, a video series and toolkits for teens and parents to support the positive use of social media.
Following the platform's removal of likes in Australia to "depressurise" the site, the launch of the #TheWholeMe campaign draws on the Butterfly Foundation's data from the 'Insights in Body Esteem' survey.
Early results from this survey of over 5000 Australians show that for 19-30 year olds, 58% of them compare themselves to people on social media while 50% wished they looked like people on social media.
48% of respondents indicated that they are currently dissatisfied or very dissatisfied with their appearance.
The Butterfly Foundation CEO Kevin Barrow said that he hopes the campaign will help to make Instagram an authentic place for teens to engage.
"The preliminary results from our ‘Insights in Body Esteem’ survey indicate that social media plays a significant role in shaping how young people view their bodies.
"We know that when young people are dissatisfied with their bodies and constantly comparing themselves, they can turn to ‘quick fixes’ that could potentially develop into an eating disorder.
"These concerns are a top priority for Butterfly and collaborating with Instagram has been an important step in addressing them.
"Instagram is truly leading the way in terms of making social media a safe place for young people that is less about comparison and more around meaningful connections.
"We’re incredibly proud of this campaign and we hope that it inspires people to use Instagram intentionally and authentically," he said.
Instagram public policy manager Philip Chua said that the campaign can be used by parents and teenagers alike.
"We want young people to feel empowered to use Instagram in ways that feel safe and comfortable for them.
"We created these resources to combat any pressure people may feel to present a perfect image of their lives online, and to support their authentic expression online and on Instagram.
"We’re honoured to work with the Butterfly Foundation, one of Australia’s leading organisations in the fight for positive body image, and their expertise in crafting these helpful toolkits and videos has made #TheWholeMe powerful for young people and parent’s alike," he said.
The campaign videos will feature four Australians sharing their stories about how they've overcome negative body image.
Sarah Bryan, body positivity activist, Felicia Foxx, drag queen and activist, Braiden Fitzsimmons, mental health advocate and curve model Revathi Shanmugathasan will share their stories which will feature across Facebook and Instagram.