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Artful photos of sunsets and ice cream are being challenged by more activist content on Instagram as it turns 10 years old in a time of social justice protests, climate crisis, and the pandemic.

Founded in 2010 by Kevin Systrom and Mike Krieger, the app had one billion users two years and has grown fast since then, after first capturing the public’s attention with its image filters, and easy photo editing and sharing tools.

But playful pictures, once a hallmark of Instagram, are increasingly seen as off-key when people are “losing jobs, being sick, isolated and depressed, then on top of that the BLM (Black Lives Matter) protests and everything going on with the US election,” reasoned Rebecca Davis.

In 2016 she created ‘Rallyandrise’, an account devoted to helping people engage politically.

“Not that there’s no time and place for pretty photos, but maybe people are trying to find a

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