We did a digital guerilla action, intervening the most popular hospitality social network: Airbnb. We created a new listing for a place to stay in Costa Rica, “La Reforma”, the most severe jail of the country. Showing photographs of the jail, its deplorable conditions, guest testimonies and site descriptions.

The listing promised a simple and isolated space with 24-hour surveillance for those willing to share the facilities with dozens of people and a clear message:

“If you are thinking about visiting Costa Rica with the purpose of paying for sex with underage people you could stay in this place for years or forever since this is a felony under Costa Rica’s law”.

The site reviews were written by people who were condemned for this felony.

Airbnb eliminated the listing, but this didn’t affect us. We documented the action and shared it in SM.

1. First week of July 2015, we visited La Reforma to interview 5 foreigners ((1) Ireland, (3) USA, (1) Ecuador) that were condemned for practicing sexual tourism with minors. They gave their testimonies about the deplorable conditions of the jail.

In the third week of July 2015, we intervened Airbnb, creating a listing of La Reforma. We posted reviews of the site, based on the declarations of the condemned that we interviewed.

2. We started the action on the International Day against Human Trafficking (July 27, 2015). We shared and invited people around the World to join with a video about the intervention to raise the voice under #jalbnb to properly inform that sexual tourism with minors is not tolerated in Costa Rica and is punished by the law.

Costa Rican and international foreigners joined. Glenda Umaña from CNN, Joel Campbell from a soccer team in England, and many others.

- Airbnb deleted the listing, but the media had already exploded.

- We had more than 82,000,000 mentions in SM, including the participation of celebrities: CNN presenters, a player of the Arsenal (soccer) team, musicians, and others.

- Other countries that identified with this same issue used Jailbnb as a reference in their country.

- With a $0 investment, we managed the campaign to be shared in digital media in more than 30 countries. This included countries that have higher indexes of visits to Costa Rica with sexual tourism with minors intentions: USA, Canada and Germany.

- The embassies of the UK, Canada, Brazil, Germany, Switzerland, Netherlands and USA, joined by sending a memo to their citizens to warn them that sexual tourism with minors is punished.

-Free media: $700,000.

- The jail became the most popular listing of Airbnb in Costa Rica, without registering one single guest.