With a limited media budget we got people to spread our message for us to their friends on Facebook. People who already 'liked' UNA Sweden’s fan page were sent messages asking them to direct their friends to the page where you purchased an "Unselfish status" which was published as a regular status update on your profile. The different statuses represented the different UN projects only cost 2 EURO. 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

Although a well-known international organisation, not many people are aware of the fact that the United Nations is in need of donations. The general perception is that the UN gets its money from governments, not individuals. Furthermore not many are aware that the UN supports a wide spectrum of projects, from urgent disaster relief efforts, to rebuilding communities long after disaster has struck.

Objective: Raise awareness about the UN’s work among non-members and current members of UNA Sweden.

Strategy: Engage people in the UN’s work by letting them pick which project they want to support.

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 %. UNA Sweden is now a part of many people’s lives on Facebook.Last but not least, 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.

In Sweden it is not culturally acceptable to brag about yourself in real life. But other rules seem to apply on Facebook. So we challenged the narcissism and spread unselfishness instead. And since few people really know what the UNA is doing around the world it was important to maximize spreading of the campaign.

So we sold something completely free – status updates on Facebook. This campaign raised money and spread the word simultaneously and made UNA a relevant part of people’s lives on Facebook beyond the borders of Sweden.