How can you grab people’s attention long enough so they stop scrolling around on social media and go to a UNICEF site set up to help victims of Typhoon Haiyan instead? We launched #unselfie, a movement that asks you to take a photo of yourself, hiding your face with a piece of paper with a donation site URL written on it.
Including US Secretary of State John Kerry and US Ambassasor Philip Goldberg; Mia Farrow and thousands of people all over the world participated and shared.
For Preview Magazine’s issue about the #unselfie movement, unlike most magazine cover photos with attention-grabbing models in layers of makeup and couture, this issue used vanity to bring attention to the faceless.
“It changes the way we think about giving in the digital age.”
— Huffington Post
Cannes Lions — Direct, Mobile
AdFest — Social Media
Boomerang — Social
Ad Stars — Interactive, Diverse Insights
Spikes — Social, Mobile
Asian Marketing Effectiveness
One Show Merit — Interactive: Social Media / Branded Social Campaign
Shorty Awards Finalist — Social Good
High profile celebrity #unselfies
#unselfie magazine images from FHM and Preview
14,000+ unselfish selfies
43,000+ tweets
131 million impressions
Featured and supported by 100+ news outlets and publications: CNN, BBC, NPR, Huffington Post, PBS, Radio Télévision Suisse, Cosmopolitan, FHM. Preview.
The campaign helped collect millions in donations for those who needed it the most.
