Social Media Icon Awards 2015: Best PR Campaign on Instagram

Winner: United Nations Foundation—#UNselfie

After the success of the #UNselfie campaign, a part of #GivingTuesday 2013, the United Nations Foundation sought to replicate and amplify the popular hashtag once again for #GivingTuesday 2014. The campaign asks supporters to take a photo of someone or something that represents charitable giving to them and upload it to social media via the program’s hashtag. Like many of the most important social media trends, the #UNselfie has since taken on a life of its own, continuing to be an important driver of many digital social movements.

The United Nations Foundation team leveraged the power of a network of social media ambassadors and participating partner organizations, harnessing a positive narrative of giving back, empowering participants to personalize the message and how they participate. The simplicity and efficacy of the #UNselfie made it a powerful and easily accessible tool for million to use. The key factor in the success of the campaign was the fact that the execution was decentralized. It gained early traction thanks to the initial support of partners, social media influencers and key bloggers. The #UNselfie was tweeted almost 40,000 times with over 7,500 photos posted on Instagram, including several from influential celebrities like Jennifer Hudson, Hugh Jackman, Victoria Justice and Ricardo KaKa.

Honorable Mentions 

  • Nat Geo WILD - @NatGeoWILD’s #BigCatWeek Instagram Campaign
  • Public Space - Allowing Countries to Register for the Chess Olympiad
  • Thompson & Co. PR with AEDC - @ILoveAnchorage
  • United Nations Foundation - #GirlHero