By leveraging the cultural phenomenon of the "Rich Kids of Instagram" we launched our "Richer Kids of Instagram" campaign. 
Our aim is to turn celebrated acts of spending into celebrated acts of giving.

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. 

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Whenever a "Rich Kid" donated, we reposted their donation with our version of their signature RKOI frame. 

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