We had free media coverage in massive communication local media, in TV, newspapers and specific extreme sports media. This is how a big audience in Guatemala got aware of the news of the medal of courage incorporated in the X-rays, giving the Fox Brand more awareness in Guatemala. In social media the recognized extreme sports athletes used the hashtag #MedalOfCourageFox. They were our spokesmen and viralized the news of medal of courage in the X-rays. We also used a media no one had used before, with an effective direct message that will be forever in their injuries file.

Also, all athletes who had suffer previous injuries or bone breakage, were invited to get to the shop with their previous X-rays as a coupon for a discount in their purchase and with it we gave them a medal of courage. Medal of Courage will now be replicated in all new stores in Central America.