Title	LUCKY BASTARDS
Brand	LUCKY BASTARDS
Product/Service	LUCKY BASTARDS
Category	E02. Social Purpose
Entrant	LUCKY GENERALS London, UNITED KINGDOM
Idea Creation	LUCKY GENERALS London, UNITED KINGDOM
Production	LUCKY GENERALS London, UNITED KINGDOM

Name	Company	Position
Lucky Generals Lucky Generals	Lucky Generals	Lucky Generals

Background

Over 59% of hate crime now takes place on social media. Twitter is effectively our own backyard, so we wanted to play our part in cleaning it up. In 2018 we set up an agency initiative, whereby we'd turn hate tweets into donations to charity. The rules are simple; we search on twitter for hateful tweets about minorities & individuals, then turn a lucky few into donations for good causes. So far, we've donated thousands of pounds to hundreds of charities. Despite launching without any fanfare, our efforts haven't gone unnoticed and we're proud to have generated goodwill across the twittersphere. 

Describe the strategy

Over 59% of hate crime now takes place on social media. Twitter is effectively our own backyard, so we wanted to play our part in cleaning it up. In 2018 we set up an agency initiative, whereby we'd turn hate tweets into donations to charity. The rules are simple; we search on twitter for hateful tweets about minorities & individuals, then turn a lucky few into donations for good causes. So far, we've donated thousands of pounds to hundreds of charities. Despite launching without any fanfare, our efforts haven't gone unnoticed and we're proud to have generated goodwill across the twittersphere. 

Describe the execution

Over 59% of hate crime now takes place on social media. Twitter is effectively our own backyard, so we wanted to play our part in cleaning it up. In 2018 we set up an agency initiative, whereby we'd turn hate tweets into donations to charity. The rules are simple; we search on twitter for hateful tweets about minorities & individuals, then turn a lucky few into donations for good causes. So far, we've donated thousands of pounds to hundreds of charities. Despite launching without any fanfare, our efforts haven't gone unnoticed and we're proud to have generated goodwill across the twittersphere. 

List the results

Over 59% of hate crime now takes place on social media. Twitter is effectively our own backyard, so we wanted to play our part in cleaning it up. In 2018 we set up an agency initiative, whereby we'd turn hate tweets into donations to charity. The rules are simple; we search on twitter for hateful tweets about minorities & individuals, then turn a lucky few into donations for good causes. So far, we've donated thousands of pounds to hundreds of charities. Despite launching without any fanfare, our efforts haven't gone unnoticed and we're proud to have generated goodwill across the twittersphere.