Swedish insurer hacks social media algorithms with mental health anthem

Sweden – Swedish insurer Länsförsäkringar Göteborg och Bohuslän has launched Detoxify, a subversive campaign that uses music to retrain harmful social media algorithms. At its core is the Algorithm Cleansing Song by Detoxify, performed by Swedish artist Dotter. When played with iPhone voice control enabled, the song’s lyrics, including prompts such as ‘show me fluffy puppy overload’, trigger automatic engagement with uplifting content on TikTok and Instagram. 

By redirecting algorithmic behaviour toward positive material, the campaign helps users push back against feeds that are saturated with toxic body image trends, such as ribcage bragging and bone smashing.  

In addition to the song, Detoxify has educational tools for adults and free counselling for young people, positioning the insurer as an unlikely yet welcome ally in the fight for digital wellbeing. 

This echoes the sentiment shared in our Cracking the Algorithm Code report which explores a growing revaluation of individual liberty and agency and the opportunity for businesses to break away from algorithmic conformity.