The objective of the Museum of Memory and Tolerance (MMYT) is to promote all types of tolerance in our society and make people remember how discrimination has affected our world. But the truth is, Mexicans don’t really care that much about history and don’t feel identified with the Jewish Holocaust, Africa, etc. We needed to make them feel identified with this, bring awareness of discrimination to the modern era and use social networks to viralise the message.

Discrimination in social networks was put to national debate. Only 24 hours after the launch, the hashtag #tweetbullets, had been mentioned more than 2,000 times in Twitter, reaching more than 11m users. 5 days later, 286 bullets were shot to Mexico (which meant around 6,000 discriminatory tweets), people started to point out discriminatory tweets and the most important media in the country and human rights leaders covered and talked about this important topic. Up to today, some of the measurable results are:Page views: 111,883Avg. time on page: 5:18 mins.Discriminatory hashtags: 18,376#tweetbalas tweets: 5,468

Slangs in Mexico have a lot of discriminating words, and this was showing in Twitter, badly. Thousands of discriminatory tweets (#forevercleaninglady, #queer, #smelllikeanindian, to name a few) were turning into trending topics and nobody was talking or thinking about it. So, in order to expose this and make people think about this growing problem, we built an installation for the Museum.It was connected to Twitter, and for every 20 tweets with a discriminatory hashtag, a red paintball was shot against the word 'Mexico'. And on www.tweetbullets.com, people could see the installation in real-time andsee the degrading tweets.

The objective of the Museum of Memory and Tolerance (MMYT) is to promote all types of tolerance in our society and make people remember how discrimination has affected our world. But the truth is, Mexicans don’t really care that much about history and don’t feel identified with the Jewish Holocaust, Africa, etc. We needed to make them feel identified with this, bring awareness of discrimination to the modern era and use social networks to viralise the message.