We produced our own version of turtle eggs. We disguised ping pong balls with sand and imprinted different messages. Fake vendors offered them openly in the same way real vendors did before the prohibition. They called people’s attention to the actual black market selling points. Unconscious consumers received ping pong balls covered in sand with direct messages when trying to purchase in the streets, getting a moral sanction. Their interest in buying decreased to avoid public shame. When somebody wanted to buy turtle eggs at restaurants, they were served with ping pong balls containing the campaign message. The key strategy was to take advantage of the conservationist consciousness of a big part of the population to make them help the police identifying the black market selling points after noticing our fake vendors. The police call center received several complaints and went after the real vendors.

Clandestine points of sale were eliminated, traffickers were captured and important egg amounts were seized. Consumers looking for eggs don't know where to find them anymore. With a $14,690 USD budget, consumption was reduced by 68% in 3 weeks, something the law could not achieve after two years of being enacted. Those who previously sacked nests became coast guards, incubating eggs in sponsored nurseries.More than one million baby turtles have been released since the activation started.

Aware of the campaign, worldwide noted ocean conservationists Fabian Cousteau and Wallace Nichols created in El Salvador “Billion Baby Turtles Project”, a fundraising movement.