In 2016, El Niño caused Africa's biggest draught in 50 years, putting millions of people in a life-threatening situation. Plan Nederland was offering emergency help in one of the countries most badly struck: Ethiopia. It’s a hard task bringing people’s attention to Ethiopia, when their attention space is already occupied by their social lives and feeds - their own world. Therefore, we decided to grab their attention using their own social feeds and personal interests: project #trendingEthiopia. By tracking the most popular Instagram hashtags, such as #fitgirls, #foodporn, #nofilter, and using those juxtaposed to the situation in Ethiopia, we helped Ethiopia become trending. We tapped into today’s hashtag culture, to show the contrast between our world and theirs.