LUX My Like First
첫 번째 ‘좋아요’, 내가 먼저
Film
Campaign board
The translation and summary on this page were generated with AI. Some wording and proper nouns may be rendered imprecisely.
About the campaign
In a culture that often expects women to wait for others' approval rather than showing off their own strengths, LUX proposed a small action: liking your own post first, and saying out loud what you like about yourself. Spreading across Asia, the Middle East, and Africa and viewed more than 14 million times, it made affirming yourself before waiting on others' approval into a new habit of self-expression.
AI summary
In a culture where women are often expected to wait for others' approval rather than showcase their own strengths, LUX's My Like First had women like their own posts first and say out loud what they liked about themselves. It spread across Asia, the Middle East, and Africa, earning more than 14 million views.
Cultural context
On social media, a 'like' typically symbolizes approval from others — this campaign's idea of flipping that into an act of self-affirmation resonated across multiple regions.