WOLF GAERTNER

We used the hashtag of the most ostentatious representation of wealth online, to relay funds from uberwealthy brats to children in need. By using #RKOI, we troyan-horsed the account of Rich Kids of Instagram, flooding it with content of children in developing countries and ways to support. By re-branding their # to Richer Kids of Instagram (#RKOI) we gave the UK Charity ‘Hope for Children’ a direct wire to all these careless spenders. This way, we generated and relayed a large amount of money from the very richest, to the absolutely poorest.

We regrammed 100 "Rich Kid" posts displaying ostentatious behaviour.
By using their content, we gave them a tangible comparison to ways they could use their resources towards something good.

We had people responding to it and donating and gave them red frames as a reward.