The hashtag killer is one of the best campaigns done so far on social media in 2013. We are all familiar with the #firstworldproblems hashtag used when things such as “ my Iphone is working slowly” “ I forgot my maid’s name” or similar, are tweeted. Charity organization Water is Life set out to kill this hashtag, and to raise awareness about serious problems in developing countries, while also gathering funds for solving them.
The Hashtag Killer Campaign
With the help of Advertising agency DDB New York, Water is Life launched their campaign. They gathered some of people’s #firstworldproblems tweets and asked people in Haiti to recite them- the video became the hashtag killer campaign’s anthem.
An interesting aspect in this campaign is the fact that Haitians offer consolation to those suffering from those so-called problems, e.g. “ I’m sorry your leather seats weren’t heated… I hope your day gets better!” and also the fact that they have integrated a series of personalized responses from celebrities such as: Cristina Millian, LMFAO and others.
Aside from the videos, they have also created some prints,that incorporate #firstworldproblems such as a Happy Meal from McDonald’s or a Grapefruit. The images are powerful, deeply emotional and speak for themselves.
People began using the hashtag to spread the message sent by Water is Life around the issue of clean water. During the course of the campaign, a million days’ worth of clean water were donated. The videos hit over 2 million views! All in all, the hashtag killer was successful- they raised awareness, water and helped people who had serious problems.
It’s hard to imagine living our lives without having our basic needs satisfied, without having a glass of water or a sandwich when we want one. There are people who live like that. So, you might have to reconsider your issues, and think of those who’ve got it worse! And perhaps, even do something for them! What do you think about the hashtag killer?
Sources: adverblog.com, adage.com
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