Branded entertainment in Mexico is mostly dominated by product mention in breakfast-television programs, product placement on soap operas and concerts or special events sponsored by big brands. Until recently, some brands have started creating original fictional online series around a product or brand, but these are yet to win over TV shows created by the biggest Mexican TV network, Televisa, which still dominate the market.

There are no restrictions whatsoever, as long as you don’t use material (music or film) protected by copyright.

Many important activists and human rights organizations showed interest and joined the action, such as the poet Javier Sicilia and his Movement for Peace with Justice and Dignity, renowned professor Sergio Aguayo and Amnesty International.

As the Museum of Memory and Tolerance is all about never forgetting the past and changing the present for a better future, using a blimp to represent the thousands of signatures on the petition was an innovative way to make a protest, and an attractive one also because it caught the attention of national and foreign media, amplifying the message with a low cost.

21,563 signatures

14,900 Tweets

3,287 Facebook prints

The movement was so successful that national and foreign media covered it. The whole action was covered by news media from Mexico, Spain and the US, appearing on newspapers’ front pages, blogs, and news shows, with an estimated free publicity of 12.5 million dollars.

This means $820 dollars for every $1 dollar invested.

Impacting more than 17 million people.