In September 2021, #ANTI2010 emerged in online games, promoting bullying against teenagers born in 2010, which led to widespread hate on social media and in schools. Burger King, along with its gamer community, partnered with the anti-bullying association Les Papillons to help. They encouraged players to proudly write the names of 2010-born teens in games, creating thousands of monuments and tags with the hashtag #MerciLes2010. Influential Twitch streamers amplified the movement, which eventually sparked discussions about anti-bullying legislation in France.