Yuvaa and Snapchat Launch #CareNotControl to Redefine Digital Wellbeing Conversations
In a world where “online” and “real life” increasingly overlap, Yuvaa and Snapchat have come together for #CareNotControl – a campaign that urges families to replace fear with empathy when it comes to digital safety.
Launched ahead of World Mental Health Day (October 10), the campaign highlights how care, not control, is key to supporting young people’s mental health in the digital age.
Developed in collaboration with youth-driven media platform Yuvaa, the initiative focuses on bridging the communication gap between teenagers and their caregivers – who often share the same goal (safety) but speak very different digital languages.
Through a six-part regional creator series, the campaign sheds light on the daily tug-of-war between “parents who just want to protect you” and “teens who just want to be trusted.” Each creator shares their personal take on this emotional push and pull – using humor, warmth, and relatability to turn tension into conversation.
The featured creators – Dhiraj Sanap, Kapil Kanpuriya, Mayo Japan, James Libang, Pranjali Singh, and Namrita Kour bring in diverse voices and regional flavors, showing that empathy and understanding transcend language or background.
At the heart of the campaign lies Snapchat’s Family Center tool, designed to help parents and teens co-create a safe digital space. The feature encourages families to navigate online life together — offering visibility without intrusion and protection without control.
Nikhil Taneja, Co-founder and CEO of Yuvaa, explains,
“Care Not Control is more than a campaign – it’s a mindset shift. It’s about helping families talk with each other instead of at each other, and reminding parents that empathy is the best form of safety.”
Echoing the sentiment, Uthara Ganesh, Head of Public Policy for India and South Asia at Snap Inc., adds,
“Digital wellbeing isn’t about surveillance – it’s about support. With this initiative, we want to empower both teens and caregivers to build safer, more trusting online relationships.”
The #CareNotControl videos are now live across Snapchat, Instagram, and Yuvaa’s social platforms, spreading the message that in today’s connected world, protecting young minds begins with understanding them.
