#FirstWorldProblems Hashtag Is Hijacked in DDB's Campaign for Clean Water

Turning an ironic gesture on its head


Devising a high-impact humanitarian campaign is a first-world problem that DDB New York solves in stirring fashion on behalf of WaterIsLife. With close to 1 million YouTube views in a week, the "First World Problems" anthem is generating plenty of conversation, along with some consternation and lots of visibility for the cause—providing clean water to third-world countries. In the 60-second spot, against the backdrop of their earthquake- and poverty-ravaged homeland, Haitians, many of them orphans, read actual tweets that people jokingly marked with the #FirstWorldProblems hashtag.

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