My Like First!

Likes on social media work as a measure of approval from others. Lux set out, in TikTok's words, to flip 'the script on social media validation'; TikTok's Shadi Kandil says the work 'encouraged self-confidence and self-love for women'.

Lux encouraged women 'to hit "like" on their own posts first, not for the algorithm, but as a bold declaration of self-confidence and self-love', through creator collaborations, trend formats and the hashtag #MyLikeFirst (TikTok). The case film shows creator posts such as 'like your own post' and a TikTok effect with a heart counting a single like.