BEE SECURE against the myth of a "flawless life" on the internet

In the age of Instagram, TikTok and endless streams of retouched stories, the BEE SECURE campaign takes a step back - and calls for a sober look at the world of social media. Under the slogan "Nobody is perfect - Don't believe everything you see online", the Luxembourg government initiative draws the attention of teenagers and young adults to how online content shapes and distorts their self-perception.

BEE SECURE Radar 2025 research has shown that teenagers actively compare themselves to Influencers, with idealised images causing feelings of inferiority, pressure and anxiety. While bloggers remain a source of inspiration and information for many, the reality behind their images is often far from real: staged photos, filters, neural networks, and dozens of takes all create an effect of flawlessness that cannot be approached in real life.

The campaign uses humour and mockumentary format - parody pseudo-documentary videos where influencers from different niches (lifestyle, fitness, relationships, finance) find themselves in awkward situations showing that behind the facade of "successful success" lie the same mistakes, weaknesses and insecurities.

To increase the impact, BEE SECURE collaborates with real bloggers who will share their personal stories: failures, comical episodes, candid moments behind the scenes of Influencers. This creates a space for authenticity, where imperfection is not only acceptable, but normal.

The videos will be broadcast on TikTok, Instagram and YouTube, which is where young people in Luxembourg spend most of their time. The aim is not only to attract attention, but also to provoke critical thinking, to help understand how visual flow affects self-esteem, how comparison mechanisms work and why it is important not to take "gloss" at face value.