TYPHOON YOLANDA APPEAL: UNSELFIE [video]

Credits & Description:

SUB CATEGORY : BEST USE OF SOCIAL MEDIA
COMPANY ENTERING : BBDO GUERRERO, MANILA
ENTRY TITLE : UNSELFIE
BRAND : TYPHOON YOLANDA APPEAL
ADVERTISER : BBDO GUERRERO
DIRECT/ADVERTISING AGENCY : BBDO GUERRERO, MANILA
CHIEF CREATIVE OFFICER : DAVID GUERRERO
EXECUTIVE CREATIVE DIRECTOR : DAVID GUERRERO/TIN SANCHEZ
CREATIVE DIRECTOR : ASTE GUTIERREZ/COREY CRUZ
COPYWRITER : ASTE GUTIERREZ/TIN SANCHEZ/DAVID GUERRERO
ART DIRECTOR : COREY CRUZ
OTHER : AL SALVADOR
THE BRIEF : WHEN HAIYAN STRUCK THE PHILIPPINES, THE DEVASTATION WAS UNLIKE ANYTHING THE WORLD HAS SEEN. THE COUNTRY'S VISAYAS REGION WAS REDUCED TO AN EXPANSE OF MUD, RUBBLE AND DEATH. EVERYONE WANTED TO HELP. BUT THEY DIDN'T KNOW HOW. WE NEEDED TO SPREAD THE WORD ON HOW AND WHERE TO DONATE IN A WAY THAT WAS PERVASIVE, CHEAP AND MOST IMPORTANTLY, FAST.
THE SOLUTION : A NARCISSISTIC TREND IS TRANSFORMED INTO A VEHICLE FOR GOOD. SELFIES PEAKED AS AN ONLINE CULTURE IN 2013. IT EVEN BECAME OXFORD DICTIONARIES' WORD OF THE YEAR. WE DECIDED TO TRANSFORM THE SELF-INDULGENT ACT OF THE MOMENT INTO AN ACT OF HELPING: POST A PICTURE OF YOURSELF -- AS YOU WOULD IN A SELFIE -- BUT WITH YOUR FACE COVERED BY A PAPER SHOWING A DONATION URL. THE IMPACT #UNSELFIE EXPLODES INTO A SOCIAL MEDIA PHENOMENON. WITHIN DAYS AFTER ITS LAUNCH, THE #UNSELFIE BECAME A NEW ONLINE PHENOMENON, INFLUENCING LEADERS SUCH AS US STATE SECRETARY AND FORMER PRESIDENTIAL CANDIDATE JOHN KERRY. GLOBAL NEWS OUTLETS LIKE CNN, BBC, NPR, HUFFINGTON POST, RADIO TELEVISION SUISSE AND MASHABLE.COM FEATURED THE #UNSELFIE AS THOUSANDS PARTICIPATED. BUT MORE IMPORTANT THAN THE BIRTH OF A NEW SOCIAL, CHARITABLE MECHANISM, IS THE FACT THAT IT'S EFFECTIVE. PEOPLE POSTED HOW THE #UNSELFIE PROMPTED THEM TO DONATE. THE #UNSELFIE CONTINUES TO DO ITS JOB OF PROMOTING THE SPIRIT OF UNSELFISHNESS.
THE RESULTS : -5610 PHOTOS TAGGED #UNSELFIES (AVERAGE USER WITH 250 FRIENDS/FOLLOWERS) -131 MILLION IMPRESSIONS -26,253 TWEETS, REACHING OVER 90 MILLION ACCOUNTS -AN ESTIMATED 50,000 MENTIONS ON FACEBOOK -TOP VANITY MAGAZINES PARTICIPATED: COSMOPOLITAN AND FHM FEATURED #UNSELFIES. PREVIEW MAGAZINE DOESN AN #UNSELFIE COVER WITH A POPULAR ACTRESS -UNSOLICITED SUPPORT FROM GLOBAL PERSONALITIES: US SECRETARY OF STATE JOHN KERRY, MIA FARROW, AMBASSADOR PHIL GOLDBERG, JAKE TAPPER, AND BILL WEIR -COVERED BY GLOBAL NEWS OUTLETS INCLUDING CNN, BBC, NPR, HUFFINGTON POST, CONTAGIOUS, PBS, RADIO T蒐蒝ISION SUISSE, MASHABLE AND MORE. UNICEF AND RED CROSS OFFICES FROM ALL OVER THE WORLD MAXIMISED THE #UNSELFIE TO GET HELP. PEOPLE SHARED HOW #UNSELFIE ENCOURAGED THEM TO DONATE. THE #UNSELFIE BUTTON IN UNSELFIE.ME MADE IT EASY FOR PEOPLE TO TAKE THEIR PICTURE WITH A CALL FOR HELP.