Title | LUCKY BASTARDS |
Brand | LUCKY BASTARDS |
Product/Service | LUCKY BASTARDS |
Category |
E03. Innovative Use of Social or Community |
Entrant
|
LUCKY GENERALS London, UNITED KINGDOM
|
Idea Creation
|
LUCKY GENERALS London, UNITED KINGDOM
|
Production
|
LUCKY GENERALS London, UNITED KINGDOM
|
Credits
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.