Follow2unfollow- Puerto rico government’s campaign
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Transcript of Follow2unfollow- Puerto rico government’s campaign
@Follow2unfollow
Author: Saurabh Mhase
Puerto Rico Government’s Campaign
Author: Saurabh Mhase
Situational analysis Puerto Rico was obsessed with violent
crimes in 2011
Record breaking 1,136 murders in 2011
The number of police officers on island is double of the number of households over there
It still suffers a homicide rate of 26.2 per 100,000 people
Puerto Ricans held “ March of Peace” against this increasing criminal rates in country
These marches were not much affective
Author: Saurabh Mhase
Need of such campaign?Puerto Rico’s crime rate had
reached historical levels
Majority of violence was drug trafficking with young adults
Numerous advertising campaigns to discourage life in crime failed
Developed a unique social idea that prevents juvenile delinquency
Innovative idea : @Follow2unfollow twitter campaign
Author: Saurabh Mhase
Ideology of @follow2unfollow
Followers can interact with convicted felons and truly experience what a life behind bars is like.
The press coverage exploded and WOM was unprecedented
The first Twitter campaign that uses real tweets from real inmates as a crime deterrent
Author: Saurabh Mhase
People’s approach to the campaign
The twitter audience on Puerto Rico started following the @follow2unfollow page
The Department of Corrections allowed three male prison inmates to discuss their experiences in jail on the social platform
So people got overview of real life behind bars
Author: Saurabh Mhase
Goal achievement
In just two months 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
Author: Saurabh Mhase
Awards and recognition
Campaign of the Year at the Festival of Media LatAm2013 Awards
Bronze Media Lion at the 2013 Cannes Festival.
Ranked first amongst the ‘Most viral campaigns of 2013 by Forbes
Author: Saurabh Mhase
Media company
PARENT BRAND: Starcom MediaVest Group
BRAND: Starcom
https://www.youtube.com/watch?v=76EmBOyJFNo – Video of campaign
Author: Saurabh Mhase
Thank You !
By : Saurabh Mhase
twitter: @saurabhmhase
Blog : www.techachaar.wordpress.com