Monday, 22 October 2012


In a new advert for Water is Life, the charity features Haitian children and adults reading out tweets that used the #firstworldproblems hashtag. The 1-minute video features "complaints" such as "I hate it when my neighbors block their wifi." and "I hate when my phone charger won’t reach my bed". The video's concept of taking what has become a popular theme within social media and using it to expose the irony of the #FirstWorldProblems Twitter hashtag is brilliant. Not only does it make you cringe as they repeat the tweets you know you have posted this week, it makes you realise what is actually going on outside the not-so-crazy world of social media. DDB delivers one of the first campaigns that opts to eliminate the hashtag rather than encourage people to use it. What makes the whole campaign that bit more moving is the personalized responses in which various Haitians console those who have used the hashtag on Twitter. I think this is probably one of the best responses I have ever seen a charity create in order to raise awareness of those who are struggling to gain even their basic needs.

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