First World Problem Pills created by SUE Amsterdam for the Dutch Aids Foundation, Amsterdam
First World Problem Pills created by SUE Amsterdam for the Dutch Aids Foundation, Amsterdam First World Problem Pills created by SUE Amsterdam for the Dutch Aids Foundation, Amsterdam
First World Problem Pills created by SUE Amsterdam for the Dutch Aids Foundation, Amsterdam First World Problem Pills created by SUE Amsterdam for the Dutch Aids Foundation, Amsterdam

First-world cure

30 : 07 : 2015 First World Problems Store : Philanthropic Retail : Dutch Aids Foundation

Amsterdam – Creative agency SUE Amsterdam has collaborated with the Dutch AIDS Foundation to create a series of placebo pills that ‘cure’ first-world problems while raising funds for HIV medication.

  • Campaign aims to put medication in the hands of the nearly 22m people without access
  • The Dutch AIDS Foundation will open a pop-up store selling First World Problem Pills

On the First World Problem Pills website, the novelty pills are described as 100% peppermint, 100% placebo and 100% effective. The pills are said to help consumers have better wifi, be more punctual and help single gay men develop an improved ‘gaydar’.

All proceeds go towards providing HIV medication to people around the globe. Customers can make additional donations when buying the pills, which cost £3.20 (€4.95, $5) per pack.

The Big Picture: The Dutch AIDS Foundation has been completely transparent with this campaign, reminding consumers that the products are useless and that the money raised will be put to a good cause. As charities are increasingly put under scrutiny, this is a great way to keep fundraisers engaged.

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