What I love about this campaign is that it is so intrinsic to our behavior online. It's not about using social media for the sake of using social media (i.e as just another channel to push mesages out at you), it's about using the behaviors that are systemic to how people communicate their emotions, pleasure and frustrations online.

So what's the campaign about? Well it's basically your everyday charity brief - "we need money - please help us get some".

But what these guys did about it was smart. They picked a great hook. People in the online world like in the offline world use a lot of swear words. It's built into our 21st century DNA - swearing I mean.

It used to be our parents would set up a swear jar; and every four letter word cost us dearly.  That is unless we didn't mind getting rid of our weekly allowance in under 12 minutes...

Well these guys figured why not set up a public money jar - and make good use of the swear$.

The website they set up http://charityswearbox.com is really quite straightforward programming....they kept it really simple. Enter your twitter handle into a prompt box and they'll tell you how many times you've @#!!!&^# this month. Pick the exchange rate you want to set for every swear and the charity you want to benefit and transfer the balance via pay pall.

A simple execution but an idea that is anything but.... .

<p>Charity SWEAR BOX from Fueled on Vimeo.</p>