PUERTO RICO GOVERNMENT Case study FOLLOW2UNFOLLOW by Starcom Guaynabo

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FOLLOW2UNFOLLOW

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Industry Public awareness
Media Case study
Market Puerto Rico
Agency Starcom Guaynabo
Released May 2013

Awards

Cannes Lions 2013
PR Lions Sectors & Services; Public Sector Silver
Media Lions Product & Service; Charities, Public Health & Safety, Public Awareness Messages Bronze
PR Lions Technique; Best Use of Social Media Bronze
Promo and Activation Lions Use of Promo & Activation; Best use of Social Media Marketing in a Promotional Campaign Bronze

Credits & Description

Type of entry: Product & Service
Category: Charities, Public Health & Safety, Public Awareness Messages
Advertiser: PUERTO RICO GOVERNMENT
Product/Service: CORRECTIONAL AND REHABILITATION DEPARTMENT
Agency: STARCOM MEDIAVEST GROUP San Juan, PUERTO RICO
Innovation Director: Alejandro Rosado (Starcom Mediavest Group)

Results and Effectiveness

We leveraged our relationship with top media vendors, and they agreed to donate their advertising inventory and space for the project. With a traditional media investment of $0, we got over $1.1 million in earned media, with an unprecedented reach of over 90% and 44% awareness.
Our inmates’ Twitter accounts got thousands of followers on the week after the launch, and in only two months they attracted 23% of Puerto Rico’s Twitter population. Ultimately, 54% of Puerto Rico’s young adults said they would reconsider their actions to avoid a life of crime.

Creative Execution

We created the first-ever Twitter-lead campaign as a crime deterrent: FOLLOW2UNFOLLOW.
We convinced the Puerto Rican authorities to give Internet access to three inmates so they could set up Twitter accounts and share how miserable prison really is with everyday people on the outside.
We launched the campaign with a press conference, and within just a few days, “FOLLOW2UNFOLLOW” was the main topic of conversation in the news, in tweets and on blogs—in Puerto Rico, and across the world.
A target relevant multimedia campaign filled out the delivery of the FOLLOW2UNFOLLOW message across paid, owned and earned platforms. We created and produced TV spot and radio spots/mentions, billboards, restroom boards, online banners & print ads.
Most importantly, we leveraged our relationship with top media vendors, and they agreed to donate their advertising inventory and space for the project, fulfilling a full-spectrum campaign without spending a single dollar.

Insights, Strategy and the Idea

The year 2011 ended as the most violent year in the history of Puerto Rico, registering 1,136 murders at a rate of 30.5 murders per 100,000 inhabitants, the highest on the island since 1940. Despite any efforts the government had taken, Puerto Rico’s young adults were drawn to the violence and unfazed by authority.
The Puerto Rico government would have to try a more personal and relevant approach to get through to the youth they were losing. We suggested that if the voices of reason weren’t getting through, perhaps the voices of experience would. Our idea was one that had never been done before, anywhere: enable a real-time dialogue between convicted criminals and free citizens.