In 2013, in order to neutralize misuse of the hashtag, we used ‘#BOLS’ as bait. By replying to posts with the hashtag, we obtained a 23% of users’ response. In 2014, a bot automatically replied to posts with the hashtag, directing users to our app containing information about the dangers of DUI and offering tips to get home safely.

From 2013 to 2014, the number of accidents was reduced from 32% to 34%. Almost 300,000 reached by social media on the first day and more than 3,000 used our app on its very first night …and counting.