Plan Nederland

#Trending Ethiopia

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.

Campaign site

Instagram post #1

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