Sanctus: advert-body-2 by AMV BBDO

'Life isn’t perfect. Your profile should be'. That’s the mission statement of new startup Lifefaker, the world’s first online life faking service. Instead of going to the trouble of living a perfect life, now users can just get the photos instead. Lifefaker.com sells ready-made photo packages you can post as your own.

These include ‘The Look At My Holiday and Cry Package’, ‘The I Found Love and Babies Package’, and ‘The My Weekend Was Amazing Thanks Package’. The launch is accompanied by an advertising campaign featuring testimonials from real Lifefaker users. Ruby, 22, said she’s “never seemed happier”.

However, anyone who tries to use Lifefaker.com will learn the real purpose of the project. They'll receive a message from Sanctus, a mental health start-up. The site reminds readers that everyone has felt the pressures of social media - with 62% of people feeling inadequate comparing their lives to those online. The site users can click through to Sanctus.io for a film exploring unhealthy behaviours on social media that impact our mental health and what we can do to change them.