Due to this untenable situation, we invited people to give back the fish to the government in order for them to know how it feels to virtually navigate through this terrible disaster. And so we created the post with the message #Gobiernopasaoapescao [FishysmellGovernment].

In a few minutes the action was viralized by Chileans filling up with fishes the Government fan page.

Just a post with Emoji Fish and a Hashtag.

During the first 24 hours 26.000.000 Twitter impressions were achieved, equivalent to $60.000.000 (+90.000 USD) on paid Media… almost twice the Chilean population. The campaign was trending topic for over six hours and was located on the top ten for more than twelve hours.

Different media, opinion leaders and celebrities joined the initiative.

Through these actions, we grew awareness around the impact of this environmental disaster among thousands of people and built pressure over the Government to take a new course of action.