Snapchat launches ‘Care Not Control’ safety campaign for teenagers

Snap Inc. has launched ‘Care Not Control’, a creator-led campaign in India aimed at improving digital safety conversations between teenagers and their caregivers.

The initiative, developed in partnership with youth media platform Yuvaa, goes live today ahead of World Mental Health Day on October 10.

The campaign addresses the disconnect between teen social media usage and parental understanding by promoting open dialogue over restrictive supervision. It centers on Snap’s Family Centre tool, which helps families balance parental oversight with teenage independence.

Nikhil Taneja, Co-founder and CEO of Yuvaa, said the campaign translates the ‘Care Not Control’ philosophy into relatable stories using creators and humor to help both teens and parents communicate about online life.

The initiative features a six-part short video series with six Indian creators: Dhiraj Sanap, Kapil Kanpuriya, Mayo Japan, James Libang, Pranjali Singh, and Namrita Kour. These creators represent diverse Indian cultures, languages, and regional experiences, delivering the message through relatable skits.

Uthara Ganesh, Head of Public Policy for India and South Asia at Snap Inc., emphasized that digital well-being requires empathy and partnership as young people’s online and offline lives become increasingly intertwined.

The videos will roll out from October 7 to October 10 across Snapchat and Instagram accounts of the participating creators and Yuvaa, with amplification through youth-focused social media pages.

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Published on October 7, 2025