@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