Our challenge: engage Rio de Janeiro’s population with authorities and the police, in situations of extreme sensitivity, which people's natural reaction would be to criticize the Government.The work started with the pacification project of the Security Department of the State Government of Rio de Janeiro, the consequent reaction of drug dealers across town, the seizure of Complexo do Alemão, and the communication strategy that was successful at the time and awarded with a Silver Lion in 2011.The strategy adopted at Complexo do Alemão and replicated in other occasions was to provide transparency and humanize the actions of the State. Leading authorities were placed to enter into dialogue with the population.Twitter was used as communication hub. During the worst period of crisis, daily Twitcams were held with the public security Secretary and other authorities to explain to the population the police actions in the slum occupations.

Hashtags (#paznorio) created by netizens were used to promote a genuine mobilization of the city, using twibons, videos on youtube etc. Mainstream media began to follow information through the official channels of the Government on social networks.Traditionally highly criticized, for the first time the police received wide support from the population, as did the Government:•Evolution of SIM (*) for the Government of Rio: - 10 to + 42 points in 5 days• In four days, #Paznorio reached 3.6 million profiles and was repeated about 20 million times. On the Trending Topics for four consecutive days•Twitcams reached about 400,000 people, with repercussions in major news media portals• The profile @GOVRJ grew 56%, with 7,587 followers in 5 days• More than 6,400 people have joined the Twibbon• You Tube reached 132,000 people• Orkut reached 1 million peopleThe results were so effective that the same strategy was adopted in other 2 critical situations: 1) the torrential rain which unsheltered 30 thousand and killed more than 1,000 people. In this case, people were rescued alive after a call for help sent to the government's social networks.

2) the seizure of Rocinha Slum, the world’s largest and nationally known by the action of drug dealers. Considering #rocinha, in 4 days it reached around 22 million people and nearly half billion (487 million) of messages, 90%, positive. In 7 days, there were nearly 1 billion.(*)IMS: Influence Marketing Score Methodology, by Razorfish.