Hello Hub

Hate Unplugged

Agency: McCann


According to recent studies (Cambridge, at European Union level) The Czech Republic has been recorded as one of the most racist and nationalistic countries in Europe. Living here, we can say that the people are mostly accepting and nice. Unfortunately, people aren’t quite as nice online. The internet has become a breeding ground for awful, hateful messages, made worse by anonymity. Usually made toward those who are most vulnerable - the refugees. So, Nadace Varietas - the Czech NGO for an open society and supporting the integration of foreigners - decided to do something to challenge and change mentalities. “Hate Unplugged” – a project that evaluates all the negative energy wasted online (by writing hateful posts) and transforming it into positive by donating free electricity and data to the people in need (the exact people that were targeted by that hate online). 
Using a mixture of social listening and complex sentiment analysis tools, we monitored the internet for months, recording the most hateful comments and negative energy, and calculating how much energy was wasted in the process. Applying a simple algorithm (how much a human being consumes as energy in a hateful manifestation + the energy consumed by the device he used, multiplied by the number of hateful post we found every day = 259 300 watts per year! We used the equivalent of this “wasted” negative energy to donate it to the people in need – the Nakivale Refugee Settlement in Uganda, where we've build Hello Hubs (hubs that’ll give free electricity and data) with the help of the Hello World organisation.

This professional campaign titled 'Hate Unplugged' was published in Czechia in August, 2019. It was created for the brand: Hello Hub, by ad agency: McCann. This Digital medium campaign is related to the Public Interest industry and contains 1 media asset. It was submitted over 4 years ago by Capanescu: Razvan of Wings CLL.


Advertising Agency: McCann, Prague, Czech Republic
Chief Creative Officer: Razvan Capanescu
Group Creative Director: Jan Benda
Group Creative Director: Joseph Martin
Group Creative Director: Filip Kukla
Copywriters: Jan Benda, Razvan Capanescu
Art Directors: Martin Kraus, Jarmila Šafránková, Jiri Horut
Film editor: Jiri Horut
Technology & IT: Tomas Kysel
Senior Designer Developer: Kateřina Egerová
Account Manager: Iva Nyklesova
Media Planner: Jan Suda
Data Analytics: ZoomSphere
External Affairs & PR Consultant: Mihnea Miculescu
PR Director: Ivo Pur
CEE Creative Director: Catalin Dobre
Creative Excellence Manager Europe: Carmen Bistrian
PR & Communications Manager: Alice Reindlova
Ngo: Hello World
Ngo: Nadace Varietas


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