We had to prevent competition from stealing 13,000 daily readers from www.elfaro.net, a local newspaper.We had $0 but we had: The brand’s reputation, our own website, readers, one illustrator, collaborating media and the upcoming mayor’s and congressmen elections.We created the comic book of what you’ve always wanted to tell the government, and invited readers to become authors by telling them: Politicians have said too much - now it’s your turn.

The newspaper became an idea recompilation tool where readers selected which power of the state or mayor to direct an idea through twitter and then chosen to become part of a comic book that would be sold on every bookstore and delivered to the government.

Results:-100% of readers appreciated the initiative;- Reached 106 countries, allowing 2m Salvadorans around the world to express their ideas;- Traffic to the site increased 30%;- Received over $400,000 in media exposure and collaboration;- First edition sold out in the first 2 weeks;- Became the first digital citizens participation tool in the countryAppropriate for PR Lions because:• The brand's reputation was the primary resource that made the campaign credible to society;• Intervened in political matters as a result of consumer participation;• Generated opinion amongst the target and the government addressing social issues;• Became the first digital citizens' participation tool in the country;• Established a never-before-seen relationship between brand and consumer by allowing them to express their ideas to the before unreachable politicians.

- Invited different media to collaborate, and established that we needed not only to transform our site, but to go to target’s meeting points too, by taking life-sized cartoons of politicians with QR codes to coffee shops, libraries, colleges so people could submit ideas through a mobile app;- Got collaboration from the target’s most viewed TV news and interrupted programming simulating the government’s broadcast;- Showed the process to every reader, emailing sketches to their accounts. TV ads where done to show this process;- Launched the comic book by giving an autographed copy to 1,200 authors, sold it in bookstores and delivered it to the government: The 3 heads of the powers of the state, 84 congressmen and women, and mayors. Every delivery to the government was documented and uploaded to the newspapers and social network; - The campaign took 4 months, and kept until the end according to its original plan;- Billboards were placed for 6 months.

-100% of readers manifested through emails, tweets and comment directed towards the brand their appreciation towards the creation of such a mechanism;- Over 15,000 Facebook shares and retweets from readers;- Reached 106 countries in the first 2 months, allowing 2m Salvadorans around the world to express their ideas in this on-going tool;- Traffic to the site increased 30%;- Despite a $0 budget, received over $400,000 in media exposure and collaboration for the project; - The first edition of the comic book sold out the first 2 weeks;- What started as a campaign to retain readers became the first digital citizen’s participation tool in the country that will continue to work.