DDB New York’s “Hashtag Killer” campaign for WATERisLIFE, a not-for-profit organization providing sustainable clean water solutions to schools and villages in developing countries, was named the number one non-profit social media campaign of 2013 according to NonProfitHub.org. “Hashtag Killer” was recognized as the most effective campaign amongst NPOs including the Red Cross, charity: water and UNICEF.
DDB New York’s work with WATERisLIFE has fueled over a million days worth of clean water to those in need. “Hashtag Killer” first debuted in October of 2012 and sets out to eradicate the #FirstWorldProblems Internet meme. The viral video features Third World Citizens reading the absurd tweets to communicate the irony of the trending topic. The campaign garnered instantaneous popularity on the web, leading to recognition from the Huffington Post, Buzzfeed, Advertising Age and other mainstream media.
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