One in five teens suffer from bullying, abuse or depression. You wouldn’t know this from their photos on social media, with many of them covering up their pain with smiling selfies. Kids Help Phone set out to show what’s really going on beyond the filtered images. The team at Society, etc. worked closely with Facebook to leverage its 360 technology and turn seemingly average profile pictures into powerful messages. When users swiped left and right, they were confronted with scenes of abuse and bullying from parents and peers in their life. The scrollable images asked viewers to “Share with us what you can’t share with anyone else,” with the execution reaching more than one million young adults with a media spend of only $13,000. Of those teens, one in seven responded by engaging with and sharing the social content.