Puerto Rico and Rehabilitation Department: Follow2Unfollow

This case study describes a social media campaign by Puerto Rico's government, which targeted youth with an anti-crime message, in contrast to previous unsuccessful campaigns.

Puerto Rico and Rehabilitation Department: Follow2Unfollow

Alejandro Rosado

Campaign details

Brand owner: Puerto Rico GovernmentAgency: Starcom MediaVest GroupBrand: Puerto Rico Correctional and Rehabilitation DepartmentCountry: Puerto Rico

Executive summary

This case study shows the response of the government of Puerto Rico after previous advertising campaigns attempting to discourage criminal behaviour had failed. At least three murders took place on the streets of Puerto Rico every day, and 52% of those were related directly to drug trafficking. They decided they would have to try a more personal and relevant approach to get through to the...

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