Police alone cannot stop stray bullets shot on New Year’s Eve. Citizen participation is crucial to prevent killings.

Puerto Rico is a highly politicized country. On an election year like 2012, we needed an icon that would unite us: the flag.

In the campaign, our blood-smeared flag represented the effect of senseless killings.

The most important part of our strategy was a Facebook application where the flag appeared stained with blood. Recording and sharing messages helped restore it.

In just 2 weeks the flag was restored, confidential messages were received reporting nearby shootings, and there were 0 deaths from stray bullets that night.

Having only two weeks before New Year’s Eve, the strategy was to launch a 360° campaign that would engage citizen participation, crucial to prevent killings from stray bullets shot that night.

All executions were aimed at directing the audience to our Facebook application where users could upload and share their own messages to not shoot on NYE.

To engage the news media, a press conference was held on the day of the launch. Several media companies joined our efforts, providing free placement for our message. This too helped increase awareness.

As a result, in less than 2 weeks hundreds of thousands were reached and users uploaded their videos and messages supporting the cause.

On New Year’s Eve, confidential messages from users were received reporting nearby shootings, and there were 0 deaths from stray bullets that night.

Client and audience shared the same goal: to prevent innocent victims killed from stray bullets shot on New Year's Eve. In just 2 weeks:

463,162 unique users were reached in Puerto Rico (36% of all active users in Puerto Rico)

118,712 stories were created from Facebook fans and their friends through posts, video recordings, video and photo shares. These stories reached 1,028,431 international unique users and obtained 7,370,632 viral impressions. 

Puerto Ricans in more than 20 countries supported the movement and shared the message among their friends.

658,582 unique users were reached and 5,603,588 impressions were obtained through page posts from Ni Una Bala Más (Not one bullet more), from which only 30,263 were obtained by promoted posts.

Furthermore, on New Year’s Eve, the page received confidential messages from users reporting nearby shootings. And there were 0 deaths from stray bullets that night.