Beyond the restrictions or regulations of the media in Argentina, TEDx had a huge difficulty: it was a non-profit organisation, with no budget at all to afford the costs of a broadcasted TV commercial.

The capacity of the auditorium where the talks took place was very limited: only 1,500 people. The schedule was also complicated because Tedx talks were developed during working time.

We did know something for sure: our audience attend the hairdressers. Therefore, we spread TEDx talks in an unusual way, which turned to be as effective as TV: through hairdressers.

It was a successful campaign. We spread TEDx ideas in every hair salon of the city.

-7,000 clients heard TEDx ideas in a single week. The figure is 7 times the audience of a regular TEDx event in Buenos Aires.-More than 2,000,000 followers received the video by Twitter. For the very first time, hairdressers were turned into promoters.The best part was the TEDx hairdressers really changed the heads of their clients, both outside and inside, and changed the usual trivial salon talk by delivering face to face content.