The ‘Hashtag Killer’ campaign set out to eradicate the ironic #FirstWorldProblems meme, in which people tweet about such life burdens as non-heated leather seats or forgetting their maid’s last name. In the process, it aimed to raise awareness about serious developing world issues. For the anthem commercial, we gathered real ‘First World Problem’ tweets and then approached people in Haiti to recite them. But perhaps even more effective was the series of personalised response videos, in which various Haitians consoled those using the hashtag on Twitter.
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