Instagram launches campaigns promoting online safety

Instagram campaigns

Safe Stree and My Kanoon, the two campaigns by Instagram created in collaboration with Yuvaa, Pink Legal, We The Young, and Nyaaya aim to spread awareness about the safety features available on the platform.

Through multilingual content featuring a set of creators, the campaigns intend to inform users about the legal rights and protections available to them.

Madhu Sirohi, Head of Policy Programs and Outreach, Facebook India, shares more context, “Young people in India use Instagram to safely express themselves. While we continue to innovate with our product, we also wanted to create awareness locally about the way our community can feel safe online. With ‘Safe Stree’ and ‘My Kanoon’, we’re respectively doing that, by scaling awareness about our safety features and informing young people about the rights and protections available to them under the law. We’re thankful to our partners – Yuvaa and Pink Legal, and Nyaaya and We The Young – for their partnership in this endeavor.”

Safe Stree

In partnership with Yuvaa, a youth media and insights company, and Pink Legal, a platform to understand women’s rights and laws, Instagram launched ‘Safe Stree’, to address gender stereotypes, with an objective to create a better online space for women.

The campaign will last for a month and will unfold in two parts – first, a six-part training program for creators on ways to build more inclusive spaces online, and second, a content series on Reels, highlighting safety features available for women on Instagram. A total of 30 reels would be published in this series, by a set of 6 creators – Amritha Suressh, Poornima Ravi, Antara Naina Roy Majumder, Tanya Appachu, Maitrayanee Mahanta, and Samruddhi Patil in their own native languages. This will go live on Yuvaa’s Instagram account, as well as the respective creators’ Instagram accounts.

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My Kanoon

In partnership with Nyaaya, an open-access legal information platform, and We The Young, a youth media organization, Instagram launched ‘My Kanoon’, to simplify and explain the laws to young people. Along with Instagram’s safety controls, this will equip them and their caregivers to make informed legal action and interact with justice systems.

The campaign is built on the insight that lack of awareness and information is a hindrance to young people when they need legal assistance. Thus through this campaign lasting three months, there will be over 50 pieces of short and long-form content by content creators, on topics ranging from online violence, bullying, and harassment, child sexual abuse, and children in conflict with the Law. Nyaaya will provide the research and technical support, while We The Young will work with content creators to produce video content. The content will go live on @wetheyoungindia’s and @nyaayaorg’s Instagram accounts.


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