Woman standing outside her home with her middle fingers raised to the sky

Mental Health Coalition

#EFF2020

CASE STUDY

A woman tired of Zoom calls is seen destroying her laptop.

ISSUE

The year 2020 was not great for mental health. It was one of the most fucked up, traumatic, chaotic years of the 21st century. Wildfires raged. Countless loved ones were lost to a senseless pandemic that was handled ineptly. Racial injustice seemed to reach a fever pitch. And yes, murder hornets were a thing.

Image of text reading "$50K Riased in donations"

SOLUTION

Send off 2020 with a rude, impactful gesture for mental health

We used our corporate holiday card budget to create the #EFF2020 video, addressing the mental health impacts of this historically shitty year. We invited viewers to text the middle finger emoji to 1-877-EFF-THIS, a custom number we bought. When they did, they were prompted to make a donation right in their app to the Mental Health Coalition in the US or Black Health Alliance in Canada.

To kick things off, we made donations of $2,020.00 to both.

The #EFF2020 video racked up over 50,000 views in the first 24 hours alone. Influencers and celebrities shared it on Twitter, Instagram and Tiktok. And it was covered in Fast Co., Adweek, Muse by Clio, and dozens more.

#EFF2020