Follow2unfollow: using social media to drive social change
Ivan Castano
Using social networks to solve a major social problem was the primary aim of Follow2unfollow, an innovative campaign launched by Puerto Rico's government in October 2012 to help fight soaring crime rates on the Caribbean island. This effort was created by the San Juan office of Starcom MediaVest Group, and proved to be so successful that the agency has since received interest from several governments around the world keen to launch similar initiatives in their countries.
The challenge
Follow2unfollow – or "Sigueme para que no me sigas" in Spanish...