The Webby for Good, produced in partnership with WP Engine, is a showcase of Webby-honored projects and campaigns that are promoting social good in the world. Social media platforms such as Facebook and Instagram strictly prohibit the display of female nipples. We were dealing with a self-destructing concept: when one of our assets were deleted we also lost all the associated likes and shares - so it was very difficult to grow organically and gain momentum in the usual way. Because of this we needed our supporters and influencers to upload multiple instances of our campaign motifs across Facebook. The most rewarding aspect was seeing the incredible amount of support for this initiative; starting with the 17 brave women who posed for the pictures, through to the Pink Ribbon organisation and the numerous influencers, celebrities and supporters who risked suspension from their social media accounts to help spread this message.