During presidential campaigns, candidates base their speeches on what captures the most votes, leaving major issues aside.

Costa Rica is no exception. For the 2014 presidential campaign, none of the candidates included straighforward actions related to Child Protection in their government plans, reason why, Paniamor, a foundation dedicated to child protection, decided to create a campaign to put pressure on the candidates.

Objective:

Accomplish the goal of pressuring Costa Rica´s presidential candidates to include Child Protection policies in their government plans.

Strategy & Execution:

Wikipedia is a social tool where influential people's biographies can be found. We can see their history and accomplishments. We took advantage of this in order to show the contrary: "None of the presidential candidates had done anything relevant towards child protection in Costa Rica".

We created a digital guerrilla initiative:

Incomplete Bios.

1. We intervened the 5 most popular presidential candidates' biographies on Wikipedia.

2. We opened a chapter titled “Child Protection Policies”, and left it blank, evidencing that none of the them had any established towards that issue.

3. Through #incompletebios and the media, we viralized the action to push on candidates.

4. A few hours later, Wikipedia blocked the biographies, but the whole country was already talking about it.

We created a digital guerrilla initiative:

Incomplete Bios.

1. We intervened the 5 most popular presidential candidates` biographies on Wikipedia.

2. We opened a chapter titled “Child Protection Policies”, and left it blank, evidencing that none of the them had any established towards that issue.

3. Through #incompletebios and the media, we viralized the action to push on candidates.

4. A few hours later, Wikipedia blocked the biographies, but the whole country was already talking about it.

- 100% of effectiveness.

- By intervening Wikipedia (a free cost social network) for a few hours, we managed to spark a debate over child protection amongst Costa Rica´s presidential candidates. There was an immense amount of coverage on the media in the form of new reports, interviews, TV sports, radio, press, and digital media.

- Over 15,000,000 impressions on social media.

- In less than a month, all 5 candidates filled out their Bios, with concrete actions to protect children. And they included them in their Government Plans. Among them, Costa Rica´s new President, Luis Guillermo Solís.