​​​​​​ #🙏 You’ve probably looked at the headline and are thinking what the h*ll we’re talking about. No, we are not kidding. This is the only emoji that has ever been blessed, and not just by anyone. By the Pope himself. Yes, still not kidding. Wonder how that happened? Keep reading…

But first, let’s back up a little. After being introduced to several mobile operating systems about a decade ago, the world has seen a steady rise in popularity of ideograms, or smileys, which were first used in electronic messages back in the 1990s –emojis. Nowadays, emojis are everywhere. They have become the backbone of communication used by young people along with hashtags. Their increasing popularity has seen them enter the pop culture, or even become the 2015 Word of the Year by Oxford Dictionaries, namely the Face with Tears of Joy: 😂.

Understanding the popularity of emojis as a form of communication popular for so many youths across the globe, MullenLowe SSP3 Colombia developed the #HashtagBendito (#BlessedHashtag). Why? To help spread the Pope’s message during his visit to Columbia in 2017. The creative agency was asked by the Presidency of Colombia to mend an increasing gap between young people and religion.

So, on September 7th, during one of the most important events in Colombian history, a visit by the Pontiff himself, President Juan Manuel Santos personally handed the Pope a painting with a very simple message: #🙏.

And Pope Francis being himself did something unprecedented – he blessed the emoji. The symbolic gesture underscored his invitation to the world’s youth to “come together and unite, to reconcile and live in peace.” In his own words: “Don’t let anyone steal your joy.”

People might not realise this, but with over 6 million followers on Instagram Pope Francis is one of the biggest influencers in the world of Catholic Religion. MullenLowe SSP3 Colombia was clearly aware of this fact and—through a simple PR stunt—brought Catholic Religion to the popular Colombian Culture. The frame consisted of a hashtag accompanied by the popular symbol of the two hands praying.

Regardless if one thinks that the hands represent a prayer, a “high five”, gratitude, or simply two hands coming together, the idea is that this blessed symbol can be used by all youth around the world, to spread Pope Francis’ message of union and peaceful coexistence.

The blessed symbol quickly went viral country-wide in Colombia and generated more than 4.5 million impressions across different digital channels (Facebook, Instagram, Twitter, Snapchat and Nonconventional television). Moreover, the Blessed Emoji came to life (outside digital) in 7 different cities through flags, banners, cartels, and messages. The whole movement generated more than 200K USD in earned media. Simple, yet a very effective message: #🙏.

Credits:
Client: Presidency of Colombia

Advertising Agency: MullenLowe SSP3, Colombia
President: Francisco Samper
Chief Creative Officer: Carlos Andrés Rodríguez
General Manager: Juan Pablo García
Creative Director: Jorge Eliécer Pinto Prada
Copywriter: Abel Antonio Gómez Moreno
Art Directors: Juan Sebastian Moreno, Julián Iván Olivares Bernal & Camilo Siatova
Editor: Edson David Abril, Jonahtan Andrés Bolivar