Johnson & Johnson - "Self-Exam Filter"

Instagram filters are often used by aspiring or successful influencers to tweak and even change their looks, creating an idealised form of beauty that’s impossible to attain in real life. Not a great thing for the mental health of women. But what if filters could provide positive health benefits? Enter Johnson & Johnson, which used a filter to aid the early detection of breast cancer. Combined with clear indications about how and where to examine their breasts, a mirror-effect filter helped women search more effectively for signs that might require closer attention. And as it’s just a filter – which blocks the user from posting any images – the tool did not fall foul of Instagram’s notorious “breast censorship” policy. The idea won a silver at the Clio Health awards.