We teamed up with Instagram to launch a campaign encouraging young people to #CreateAKinderEnvironment online. Styled as the ultimate recipe to #CreateAKinderEnvironment (CAKE for short), we collaborated with our advisory panel member, Dr. Barbara Mariposa, a mental health and wellbeing expert, to educate teens on all the necessary ingredients to cook up and serve kindness online. The 'recipe' offered practical advice on how best to reach out and be an ally, as well as highlighting the safety tools available on Instagram to keep everyone protected while encouraging a positive online environment.
The recipe was shared by inspiring creators, including Dr. Alex George, Megan Jayne Crabbe, and Nikki Lilly, with the purpose of encouraging young people to follow the advice and #CreateAKinderEnvironment online. Social media users were encouraged to share the cake emoji as a symbol of their support for a kinder online environment.
The overarching message of the campaign was that by standing together and taking small actions, we all have the power to build a kinder environment on social media, replacing the unwanted interactions that can get people down with simple acts of kindness that could lift people up instead.