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The Positivity Index (2021)

Partner: Instagram

Recognizing game changers who make social media and the wider world a better place in partnership with Instagram and Cosmopolitan.

367K

Impressions

Total Impressions

478

Engagements

Total Engagement

2021

Year Launched

Initiative Launch Date

5

Key Outcomes

Goals and KPIs Met

“We've reunited with Instagram and anti-bullying charity Cybersmile to shout out all the change-makers, joy-bringers and people making our days just that little bit brighter.”

Jennifer SavinFeatures Editor, Cosmopolitan

Overview

We once again joined forces with Instagram and Cosmopolitan to launch The Positivity Index 2021, an ultimate list of changemakers working hard to make social media and the wider world a better place.

The list of 24 people included the likes of Premier League footballer Marcus Rashford, who used his platform to raise awareness and funds for families experiencing food poverty; Bridgerton actress Nicola Coughlan, who is a fierce crusader for equal rights and the ambassador for LauraLynn House (Ireland's only children's hospice); Alex George, the former Love Island contestant turned government mental health adviser, who has worked tirelessly throughout the pandemic as a doctor; Oti Mabuse, who began leading online dance classes for kids when the lockdown first hit; and the author of Anti-Racist Ally and Millennial Black, Sophie Williams.

The Positivity Index was published in the May issue of Cosmopolitan, along with inspiration for aspiring changemakers and tips for people to stay safe and get the most out of Instagram.

Impact Summary

  • Reached 350K+ people with campaign message
  • Promoted positive use of the internet
  • Elevated positive activists through campaign activities
  • Achieved mainstream media coverage of the campaign
  • Utilized celebrities for maximum social and cultural impact