The campaign aims to put an end to the popular #FirstWorldProblems hashtag, used to gripe about the kinds of “problems” only experienced by privileged people in wealthy countries, such as, “It’s too late to take a nap and too early to go to bed #FirstWorldProblems.”
DDB singled out specific tweets and responded to them with a series of videos featuring Haitians reading the silly complaints whilst standing amidst damaged shacks and shanties.
If it was DDB’s goal to garner attention for Water is Life: Mission accomplished. If it was also DDB’s intention to shame people for jokingly complaining about their lives: Mission also accomplished.
Check out more social campaigns and see how they rated: