Instagram x The Jed Foundation

Helping teens navigate the pressure to be perfect.

The Jed Foundation in collaboration with Instagram, created the “Pressure to be Perfect” campaign – an initiative to help teens understand that the social media posts they see don’t always reflect reality.

The Ask

Create an engaging digital toolkit for teens and parents that provides recommendations and tools to make informed decisions about how to use the platform. Build a landing page experience where teens and parents can easily access the toolkits.

The Solution

Leaning on first-hand experience and market research, Matchfire knew that a traditional PDF toolkit would not appeal to a younger audience of savvy technology users. Since the campaign was being led by Instagram and targeted to Instagram users, we concluded the best approach would be to give them something they were familiar with – an Instagram-like experience. The result was a website complete with a “profile picture” and “story highlights” allowing a user to easily navigate to each page section. Each section of the page corresponds with a section of the downloadable toolkit and was formatted to appear as an Instagram carousel post with a “profile name” and “caption.” The page was also populated with content from The Jed Foundation Instagram profile.

Each toolkit featured audience-specific content in a clean, modern layout and used bright, Instagram brand colors and “stickers” to create consistency with the website. Users were invited to download the toolkit through multiple CTA buttons throughout the site.

The Award

The Matchfire team’s work on the Instagram X The Jed Foundation “Pressure to Be Perfect” campaign site earned the Platinum AVA Digital Award. The AVA Digital Awards is an international competition that recognizes excellence by creative professionals responsible for the planning, concept, direction, design and production of digital communication.