December is upon us so now's the time to roundup the finest social campaigns we saw in the past 30 days or so.

As always this list is based purely on things that I thought were clever, inspirational or just plain noteworthy.

We’re not here to try and measure ROI so please don’t leave any snarky comments nor troll me on Twitter.

Now let’s begin...

Tinder sex trafficking

In what is surely some kind of world first, Ireland’s immigration council used Tinder to highlight the problems with sex trafficking.

Fake profiles were setup on the dating app featuring a range of profile pictures that started with a normal girl before showing the impact of physical abuse.

The images got progressively worse before showing a message reading: “Sex trafficking victims have no options. You have the option to help end it now.”

Clearly the idea was to create a high impact campaign that grabbed headlines as much as it influenced individual Tinder users.


A charity campaign that uses the hashtag #giveacrap and asks people to tweet at Mick Jagger was always going to make it onto this list.

Rehabstudio came up the idea to raise awareness of World Toilet Day and WaterAid, though I don’t think either officially endorsed the app.

It worked by taking the estimated wealth of celebrities then working out how much they’d usually earn in the time it takes to go to the toilet.

Users could then tweet this figure at the celebs along with a message asking them to donate that amount to WaterAid.

You can also work out the value of your ‘daily dump’ using the ‘cack-u-lator’.

It’s quite childish and unlikely to actually get Sir Mick to donate the $1,045 he earns while in the loo, but it’s creative and quite fun. 

Secret Scan-ta

Christmas is just round the corner so it won’t be long before we’re all forced to take part in an office secret Santa game.

Tesco has seen a window of opportunity here and created a Secret Scan-ta app. It works by reading a person’s Twitter feed then suggesting a gift idea based on their interests.

The gift suggestions are quite terrible, but the app is a good idea and one that people might have a bit of fun with.


Lewis Hamilton had the fastest F1 car this season, which meant he won the 2014 championship.

To celebrate he asked fans to submit footage of themselves in the build up to the final race of the season using a custom-built mobile app.

Four short films were published on YouTube in the three day leading up to the Abu Dhabi Grand Prix, then one final one was created showing fans watching the race.

Personally I find it all a bit too cringing to watch but it’s still a great way to reward fans and make them feel involved in Hamilton’s championship win.

Thomson Airways

Thomson Airways is giving Instagram users the chance to name its new 787 aircraft.

To enter users have to take a photo of a Thomson 787 and tag it using the hashtag #787pics.

It runs from the middle of November until January 14, at which time five of the best entries will be posted on the company’s Facebook page.

The image that collects the most ‘likes’ will then be crowned the winner and the airplane will be named after the Instagrammer. They will also get a trip for two to Mauritius.


Thomson ran a similar campaign to name its last 787, however that used Twitter instead of Instagram.

It’s a very simple idea but the prize is decent so it should generate some interest. There have already been 245 photos posted using the hashtag in less than two weeks.

One issue is that it’s not particularly easy to enter as you’d have to go out of your way to spot a 787, unless you're going on holiday already of course.


H&M used Twitter to slowly unveil a new Alexander Wang range of clothing using the hashtag #AWxHMreveal.

Anyone using the hashtag in the lead up to the launch was sent a personalised image. If they used it again they were sent further images and videos of the new range.

This type of personalised campaign has been done before, but it can be very effective as the user feels they are getting something unique in return for using the hashtag.

H&M also put a different spin on it by encouraging people to keep using the hashtag to reveal additional content.

Ted Baker

Ted Baker is due to open a new outlet at Heathrow Terminal 4 at the end of November and is promoting this momentous occasion by giving away two suitcases.

To enter you just have to upload a picture of your favourite holiday moment to either Twitter or Instagram using the hashtag #TedBakerT4.

This is another incredibly simple social campaign, but if it gets people talking about the brand then it can only be a good thing.

David Moth

Published 1 December, 2014 by David Moth

David Moth is Editor and Head of Social at Econsultancy. You can follow him on Twitter or connect via LinkedIn

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Comments (6)

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Ed Lamb

Ed Lamb, Client Services Director at Propellernet

"Lewis Hamilton had the fastest F1 car this season, which meant he won the 2014 championship." Not a fan of Lewis or F1 then I assume David! I'm not a fan of F1 either but I would acknowledge that he was in the same car as the guy that came second and yet won 11 races to Rosberg's 5, so should - at the very least - get a bit of a pat on the back for that!

over 3 years ago

David Moth

David Moth, Managing Editor at Barclaycard

@Ed, I'm glad someone noticed my dig at F1 :) He may have outperformed one other driver (Rosberg), but he beat the others by default because his car was faster than theirs. It all just seems like a waste of time.

over 3 years ago

Peter Leatherland

Peter Leatherland, Online Sales Manager at Ethical Superstore

Hi David, it’s a bit off topic but you started it ;-) I am a fan of F1 so thought I’d have a dig, F1 is a team sport with constructors who build cars, this is part of the championship, sometimes one team has an advantage. Lewis has had a good car all of his career but not always the best. This is the nature of the sport so you could hardly call it a waste of time, the amount of technology, engineering, skill, bravery and hard work that goes into a sport that entertains millions. Any sport you don't follow or understand can seem pointless

over 3 years ago

Peter Leatherland

Peter Leatherland, Online Sales Manager at Ethical Superstore

It certainly seems to have gone off topic now! Putting it back on I think the #Giveacrap is a great idea, it works because it plays on emotions, it gets people slightly angry and lets them have a go at celebrities through the open and easy mechanism of Twitter. I don’t think for one minute any of them will give or give any significant sum (in relation to their vast wealth) but it is a great tool for raising awareness of the campaign so us non celebs donate.

over 3 years ago

David Moth

David Moth, Managing Editor at Barclaycard

It's good when comments start going off topic :) I don't have a major problem with F1, so I don't want to begin any arguments, I'm not a big fan of any motor sports really. But F1 seems particularly weighted towards whoever has the best car, most obviously in the season where Button won the championship.

over 3 years ago

Peter Leatherland

Peter Leatherland, Online Sales Manager at Ethical Superstore

Hmm actually Button’s car wasn’t as good as most people remember, it was by far the best for the first couple of races but after that the Red Bull was generally the favourite to win the races after that, in the second half of the year it was pretty much midfield! I look at it as a long game. It is weighted to the car but drivers get their chance in good cars and bad, generally the better drivers get seats in the good cars, and it is a championship for the teams who make the cars as well as the drivers. You could say the same with an individual footballer, you need to be at a top team to win the Premier League.

Anyway the other poster took it way more off topic and I see his comments have thankfully been removed!

over 3 years ago

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