The Well-being campaign was a platform that gathered relevant user-generated social media content through an interactive portal. The site challenged its users to overcome obstacles in order to obtain a better quality of life. After a user joined the portal, registered their social media accounts, they were assigned to the team that best fitted their personality. Users were then asked to perform different well-being related tasks that could be recorded on video, tweeted, shared on Facebook or uploaded to Instagram. One of the interesting and unique factors of the website was that each team had as leader a renowned celebrity who lead and motivated their teams to perform and complete as many activities or tasks as possible, in order to be considered a good samaritan.