Boohoo launches new social campaign to end self-comparison culture online

Fast fashion retailer Boohoo has launched a new social campaign that aims to end negative self-image and inspire filter free positivity online.

A study by Boohoo has revealed that around two-thirds of women admit that social media has changed their perception of themselves, with a further 39% of women confessing that they compare themselves to others online.

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.

Dr Sarah Vohra, Psychiatrist, said: “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. Filter abuse can spiral into comparison with our unfiltered selves and fuel low self esteem. #boohoofilterfreecampaign is a powerful reality check of what life is really like beyond the filter, reminding us the images we compare ourselves to and we perceive to be “better than” us are actually not reality.”