Due to this untenable situation, we invited people to give back the fish to the government in order for them to know how it feels to virtually navigate through this terrible disaster. And so we created the post with the message #Gobiernopasaoapescao [FishysmellGovernment].

In a few minutes the action was viralized by Chileans filling up with fishes the Government fan page.

Just a post with Emoji Fish and a Hashtag.

During the first 24 hours 26.000.000 Twitter impressions were achieved, equivalent to $60.000.000 (+90.000 USD) on paid Media… almost twice the Chilean population. The campaign was trending topic for over six hours and was located on the top ten for more than twelve hours.

Different media, opinion leaders and celebrities joined the initiative.

Through these actions, we grew awareness around the impact of this environmental disaster among thousands of people and built pressure over the Government to take a new course of action.

The action on the Government fan page generated more than 150.000 comments on Facebook and more than 50.000 comments on different governmental websites.

Well known by its iconic architecture, overwhelming landscapes and local gastronomy, Chiloe is the biggest island on the Chilean southern coast. Besides tourism, fishing is its main economic activity.

At the beginning of 2016, the climatic phenomenon known as “El Niño” increased the water temperature in the area a couple of degrees. As a consequence, unusual algae appeared in the area (Pseudochattonella Verruculosa), depleting the water from oxygen and killing 23 millions salmons.

The massive salmon death produced and overstock of nine thousand tons that decomposed.

In an unprecedented action the Chilean Government authorized the salmon producers to dump tons of contaminated fish into the ocean, causing the biggest environmental disaster on the Chilean coast. Thousands of families were affected on their economic activities without the authorities taking concrete actions to help them.