2. Author: Saurabh Mhase
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
3. Author: Saurabh Mhase
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
4. Author: Saurabh Mhase
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
5. Author: Saurabh Mhase
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
6. Author: Saurabh Mhase
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
7. Author: Saurabh Mhase
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
8. Author: Saurabh Mhase
PARENT BRAND: Starcom MediaVest Group
BRAND: Starcom
https://www.youtube.com/watch?v=76Em
BOyJFNo – Video of campaign
9. Author: Saurabh Mhase
By : Saurabh Mhase
twitter: @saurabhmhase
Blog : www.techachaar.wordpress.com