3 Monkeys | Zeno

Core disciplines: Public relations (PR), Social media

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Sharing Selfless Selfies on Social Media



In 2015 Age UK – the UK’s largest charity working with older people – recruited us to raise awareness of the growing number of older people who are shockingly facing later life alone - and ultimately increase the number of people donating or supporting the charity.

They asked us for an exciting idea to generate positive coverage for ‘No one should have no one’ and the hashtag #NotByMySelfie, to create a greater emotional connection with the nation, and grab the attention of both existing and a new younger audiences.

To support the campaign we conducted research with 2,000 adults, and quickly discovered the devastating effects of feeling alone and isolated with no one to turn to.

Now knowing the heart-breaking reality too many elderly people face, we decided to capture the public’s imagination with older people at the heart of the campaign – and decided to capitalise on the cultural selfie phenomenon to build a sense of buzz, scale and mass appeal. 

Using the hashtag #NotByMySelfie, we enlisted the support of 43 well-known celebrities, including charity ambassadors Joanna Lumley OBE and Dame Helen Mirren, to share a selfie of themselves with an older loved-one.

To really spread the word of the selfie we negotiated an editorial agreement ITV’s breakfast show Good Morning Britain to promote #NotByMySelfie for a week long period, dedicating a full morning of coverage to the hashtag and encouraging members of the public to get involved - resulting in the hashtag trending on Twitter in the UK.



“A campaign that puts beneficiaries front and centre, and in such a positive way, is a rare thing indeed… the charity manages to avoid the pitfall of many campaigns: stereotyping beneficiaries…

“It’s a great example of how a campaign can change perceptions of a charity’s service users as well as draw attention to a wider audience.”




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