The Instagram / Social Campaign idea is very strong, strongest idea. Think about how it can be used to also satisfy UYC's goals around data - may not be incompatible. For example, you can use in-body messages or hashtags to answer survey questions +1
Consult a social scientist when developing your survey to ensure that data can be used in academic publications. This will be tricky too because in order to use the data in publications you'll need consent forms, etc.