By using geo location data and monitoring the activities of the offenders on social media, we found the region where each lived. We then made them face their own insults and words by publicly placing their comments on billboards near their homes and geo targeted ads on mobile phones and desktop. For maximum impact, for every new placed offense we activated the local press, making the racist offender think twice before attacking other people and spreading the message of the campaign: virtual racism, real consequences.

Once we had the location of the offenders, we contacted mobile and digital ads sellers and billboard companies that owned billboard spaces near their homes. They placed our geo targeted ads in more than 20 cities all over the country. The offenders started to react. 83% of them deleted their accounts. Some of them where identified by friends and tried to explain their racist comments on their social networks. One offender even decided to support our campaign. Six countries asked us permission to use the campaign in their cities, which of course we gave. A book publishing company called Macmillan is using this project in one of their books, to teach kids that they words can cause harm on internet, in Spanish. The ads ran for 6 months.

The campaign generated a huge amount of buzz and became a topic of conversation worldwide, producing more than US$ 48 million in earned media (source Meltwater and Top Clip). The searches related to “virtual racism” on Google increased 4 times. NGO Criola's website reached over 152 countries and 83% of the offenders deleted their accounts, which proves that the activation of their local communities was an effective way to intimidate and prevent them from promoting new racist attacks. Some of those who where publicly identified by friends tried to explain their racist comments on their social networks, before deleting their posts and profiles. One offender even decided to support our campaign (please watch the case film). The campaign had over 4,39 billion online impressions (source: Meltwater).