Psychological well being marketing campaign offers an enormous center finger in 2020
Count 2020 as the year pent up anger reached its threshold. Between the pandemic, quarantines, lockdowns, protests, hoarding toilet paper, and a controversial election, everyone was fed up with almost everything.
The Social Impact Agency Public captured this frustration in a 90-second video "# EFF2020", in which a large number of angry people told "f ** k you" in 2020 and at the same time raised their middle fingers in protest to raise awareness and funds for mental health and wellbeing.
The profanity-laden goodbye to the year acknowledges all the bad things that have happened during the year, and select people express their extreme displeasure. One man invites us all to have a big "F ** k you" by 2020 and various people follow who do just that. A nurse curses the virus while a couple curses their wedding cancellation. Others cite their vacation days and job losses, school closings, police violence, murder hornets, zoom calls, politicians, celebrity deaths and of course Karen.
According to Phil Haid, CEO of Public, the # EFF2020 vacation campaign was launched to acknowledge that 2020 was a bad year.
“So why remind people of that with a vacation campaign? Because despite all the challenges so many of us have faced over the past year, there is still room for optimism and joy. And our sanity depends on it. That is why we decided to create a campaign that would reflect what many people feel and think and channel them into a fundraiser for mental health organizations, ”he said.
The campaign benefits the Mental Health Coalition in the US and the Black Health Alliance in Canada. Both organizations take a collaborative, partnership-based approach to delivering what the public has been looking for.
“We wanted to entertain creatively to break through the noise and raise funds for two worthy organizations. We know that laughter is the best medicine, so we served a dose of realism with a sense of humor and a silver lining so that things get better on the way into 2021, ”added Haid.
The campaign is part of the ethos of Public as an agency for social change. Other recent campaigns include #HanksForDistancing (with Tom Hanks of course) and Vote for a Party, which encourage young people to vote in local elections.