Insurance company Länsförsäkringar Göteborg och Bohuslän has launched "Detoxify," a campaign that weaponizes the iPhone's voice control feature to cleanse social media feeds of harmful body image content. The initiative centers around Algorithm Cleansing Song by Detoxify (performed by Swedish artist Dotter), whose lyrics are designed to trigger voice-activated interactions with positive content on TikTok and Instagram.
When users play the song with voice control enabled, the carefully crafted lyrics prompt their phones to engage with uplifting content like "lambs jumping around" and "fluffy puppy overload," retraining their algorithms to serve less harmful material. Beyond the musical hack, the campaign offers educational resources for adults and free counseling services for young people, positioning the insurance company as an advocate in the digital wellness space.
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Extreme body image trends like "bone smashing" and "ribcage bragging" have migrated from internet fringe spaces into young people's everyday feeds. The Detoxify campaign takes a light-handed approach to a serious mental health issue, recognizing that traditional interventions often fail to resonate with teenagers. Rather than admonishing them to limit their screen-time or delete apps, the campaign gives teens a tool disguised as a clever, cloak-and-dagger trick that can hack powerful algorithms. How could your brand offer agency through play?