#EFF2020

THE ASK 

Our agency, Public Inc. wanted to create a holiday message that stood out, stayed true to our mantra of profit with purpose, and made a measurable impact.

THE ANSWER

We sent 2020 off with a big, bold, cathartic f&%# you. But not just any f&%# you - a f&%# you for a cause. First, we got the world’s attention with a video recalling the injustices and losses we’ll always remember. Then we sprinkled in a few they might have forgotten. Then we told people they could donate $5 to the Mental Health Coalition, just by texting a middle finger emoji to 1-877-EFF-THIS.

Oh, it should probably also be mentioned that we did this with a whopping budget of 0$.

THE RESULT

Influencers and celebrities shared the video to millions of followers. We were featured in dozens of publications, most notably: Adweek, Yahoo, Scary Mommy, BlogTO, Strategy, Narcity, and Fast Company.

We stacked up…

• 1.5 million views in the first 4 days.

• 2.7 million views and counting.

• 5+ million social impressions

• For a combined reach of almost 14 f&%#ing million.

But most importantly, over 1,800 f&%#s were given – generating $50,000 US in donations for the Mental Health Coalition.

THE AWARDS

Clio Awards - Winner-Bronze - Health & wellness, social media
Shorty Awards - Winner - Best use of comedy
One Show - Nominee - Creative effectiveness & Non-profit
The Webby Awards - Nominee
Shots - Nominee - Charity
Communication Arts - Winner - Digital Advertising

While we did make a censored version of the video, the f&%#s really give it a certain pizzaz. Because of the swearing, it can’t be posted here. Please click the link below to enjoy.