In order to demonstrate the lack of resources of the Guatemalan Police and to exert pressure on the new government to considerably improve the working conditions of our security forces, we challenged the Police to beat a completely different opponent.

Our creative idea consisted on challenging Police officers to beat, not crime, but a completely different opponent: The food Deliveries. Who would arrive first?

In order to demonstrate the need and demand of our government to considerably improve the working conditions of our security forces, we challenged the Police to beat a completely different opponent.

A bait car was set up at one of the most violent sectors of Guatemala City. As expected, after 8 hours, the car had been broken in and different valuables that were inside had been stolen. We called the police 3 times to report the robbery, while also calling different delivery services to order food. The food arrived at the scene within 35-40 minutes, while the Police finally arrived 57 minutes after reporting the robbery.

We documented the entire process on video and posted it on Jóvenes Contra la Violencia´s (an ONG dedicated to fight crime in Guatemala) Facebook page for people to see it and share.

The video immediately went viral, with more than 1 million views on social media. It reached more than 6 million people and an estimated ad value of $180,000 in less than 1 week. After this campaign the new Government Authorities publicly pledge to increase the Police budget by 40%.