We created a provocative initiative to generate curiosity and spark debate on the topic of pollution.

On World Tourism Day, we launched Toxic Tours, the first toxic travel agency.

We promoted toxic activities like snorkeling in oil and dead fish fishing.

We invited students, scientists, journalists and celebrities to participate in real educational tours on the polluted rivers, to interact with the people affected and help spread the message.

In the first month, the campaign generated 216 media stories in national and international media.

The campaign was featured in the Reforma newspaper front cover.

The buzz was strong enough to put pressure on local and national authorities to publicly acknowledge the severity of the problem.

The story went around the world in more than 200 media stories.

International media personally came to take the tour to Mexico.

The campaign made its way to China, the country with the most polluted rivers in the world.

Total ROI equalled $1,037,660 dollars

Impacts 51,352,000 / Visits to website 175,420