First-world cure

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.