Uppsala University’s Instagram challenge wins prize

‘I am of course very proud of my co-workers. The project was part of our long-term brand work, at the same time showcasing the student town of Uppsala. The content was an exciting mix of both tradition and renewal, just like Uppsala University’, says Pernilla Björk, director of communication.

The Instagram challenge started with a competition being announced during the summer leading up to Uppsala Culture Night 2013: ‘Here's your chance to have your Instagram photos exhibited during Uppsala Culture Night!’ The task for participants was to capture their own image of Uppsala, publish it on Instagram using the hashtag #minuniversitetsstad – ‘my university town’. The competition grew in popularity and received a total of 1,048 entries.

A jury was given the task of selecting 25 photos for the exhibition during Uppsala Culture Night and the continued competition. The photos were printed on high quality acid-free aquarelle paper and were exhibited in the historic setting of the entrance hall in the University Main Building, built in 1887.

The exhibition was opened by Vice-Chancellor Eva Åkesson and the Mayor of Uppsala Fredrik Ahlstedt, and saw around 2,500 visitors out of which 600 voted for their favourite photos.

The voting resulted in twelve winners who each got to represent a month in Uppsala University’s calendar for 2014.

‘We think we acheived what we wanted to acheive: Combining the contemporary with the traditional in a cultural project, and together showcasing the town of Uppsala and the university far beyond our city’s borders. We are very happy that the jury liked our project’, says project manager Gisella Bengtsson.

Footnote: Euprio is a non-profit organisation for the university sector with 30 member countries in Europe. An annual conference is held on the topic of communication to highlight opportunities and difficulties. In connection with the conference each year the ‘Euprio Award’ is announced.