UngHjelp is a new organization in Norway, run by young people, set up to spread knowledge about youth and mental health. We were looking for a way to give Unghjelp the strong voice they deserved.

Research shows that the more time we spend on Facebook the more unhappy we get. Not strange considering that one in four Norwegians embellish the truth on Facebook. For young people with mental issues the perfect Facebook life is hard to live up to.

We wondered: is it possible to get behind the fake glam on Facebook and evoke 100% REAL emotions? To find out we launched Facebook For Real - 10 Facebook Commandments that forbid shallowness on Facebook. Each commandment focused on different fake Facebook behaviours.

The reactions were immediate. One group loved it. The other hated it. Not surprisingly these were the same people representing the perfect lives on Facebook. For a few weeks Facebook was like a war zone between the supporters and the opponents of the commandments. This time there was no room for fake emotions. It was all the real deal.

The campaign was broadly discussed in every major Norwegian media outlet. Reach:13,5 million people. Media value: 4,7 million. 400 people shared selfies. Thousands took part in discussions in social media. Budget spent on media: 0.

20 percent of Norwegian youth´s knew what UngHjelp had to offer, and UngHjelp had to increase their opening hours from one to three days a week due to heavy interest after the campaign.

To launch the new Facebook rules we invited opinion leaders and celebrities to take a selfie and post the image on Instagram alongside rule number 1: “Thou shalt not take for granted that you are the most interesting photographic object of the planet. #Selfies #Facebookforreal”. This created an instant online debate.

As expected the reactions were immediate. And split. One group loved the initiative. The other group absolutely hated it. Not surprisingly these were the same people representing the perfect life style on Facebook. They hated the campaign so much that they, for once, couldn't resist from expressing their real feelings.

With a local-regional-national PR-approach we built a national movement – starting out in social media and local newspapers, growing bigger until we reached out to all the important national media outlets in Norway.

From one day to another, the “Facebook for real” movement helped UngHjelp go from a well-kept secret to become an organisation everybody talked about.

After the campaign, 20 percent of Norwegian youths had heard of UngHjelp. All of the biggest Norwegian media outlets covered the campaign.

Reach:13,5 million people.

Media value: 4,7 million.

400 people shared selfies on Instagram.

Thousands took part in discussions in social media.

The entire budget for the campaign was approx. EUR. 20.000, with the budget spent on media being 0.

UngHjelp got more than 2,300 new Facebook followers. Reaching out to more than 700.000 Facebook users.

All of this led to an increase in the interest around UngHjelp’s offer, they have therefore increased their opening hours from one to three nights a week. And UngHjelp has established themselves as a natural voice for young people, and is frequently contacted by media to share knowledge on youth and mental health.