Snap Inc. has partnered with youth media platform Yuvaa to introduce ‘Care Not Control’, a creator-driven campaign aimed at enhancing conversations between teenagers and their caregivers about safe online navigation. This initiative reflects Snap’s dedication to the digital well-being of Indian Snapchat users. Coinciding with World Mental Health Day on October 10, ‘Care Not Control’ promotes open communication and the establishment of trust-filled relationships within families. The initiative addresses the disconnect between teens’ social media usage and their caregivers’ perceptions, advocating for mutual trust and dialogue (‘Care’) rather than excessive supervision (‘Control’). It encourages families to create a common vocabulary to build this relationship.
Nikhil Taneja, Co-founder and CEO of Yuvaa, stated, “You can’t compel young people into seeking to be safe; you have to connect with them in a language they understand. That’s what this campaign is all about.” He added that they aim to translate the essential philosophy of ‘Care Not Control’ into relatable narratives through creators and humor, enabling teens and parents to engage in meaningful discussions about online life and foster trust. To implement this philosophy, Snapchat and Yuvaa collaborated with six prominent creators showcasing the diversity of India’s cultures, languages, and youth experiences.
The six-part video series features influential figures such as Dhiraj Sanap, Kapil Kanpuriya, Mayo Japan, James Libang, Pranjali Singh, and Namrita Kour, highlighting diverse regional and community expressions. Their engaging skits illustrate how Snap’s Family Centre can help families balance parental guidance and teen independence. Uthara Ganesh, Head of Public Policy for India & South Asia at Snap Inc., remarked, “In an era where young people’s online and offline lives are deeply interconnected, digital well-being must be approached with empathy and collaboration. Our ‘Care Not Control’ philosophy embodies this belief, and our Family Centre tool is designed to foster dialogue and trust.
Through this campaign, we aim to empower families in India with the confidence and language to collaboratively address online safety.” The video series will be released from October 7 to October 10 on the Snapchat and Instagram accounts of the creators and Yuvaa, supported by relevant youth-oriented platforms.