The campaign grew rapidly since thousands of people bought unselfish statuses, which automatically inspired their 250 most active friends to do the same. The number of likes on Facebook increased with 470%.Thanks to this campaign hundreds of mines were cleared in Cambodia, clean water was delivered to homeless Haitians and young girls in Afghanistan were allowed to go to school. Just to name a few examples.

We got people to pay for something that is absolutely free – their status on Facebook.Through The UNA Sweden fan page you purchased an "Unselfish status" which was published as a regular status update on your profile. The different statuses you got to choose from only cost 2 EURO and you could pay by text message, credit card or through your Internet bank.For example, if you choose to support a human rights project in Congo your status will be updated as follows: John Knight is teaching former child soldiers to read and write in Bukavu, Congo.

Background: The goal was to increase interest and understanding for what the UNA Sweden does around the world. But with a minimal budget we had to find a new way to reach as many as possible. The target group was basically all adults in Sweden.

Idea: Sell unselfish status updates on Facebook.

Relevance: In Sweden it is not ok to boast about yourself in real life. But other rules seem to apply on Facebook. So we challenged the narcissism and spread unselfishness instead.