We decided to embrace the crisis by changing the context in which the term is presented. The idea was to post breathtaking images of the Island with the tag #CrisisIsland.

A themed content calendar was created for the Instagramers to follow based on the island most precious natural resources . The idea was to flood social networks with images and videos to show the world the natural beauty, gastronomy, hospitality and traditions of the island beyond the economic and social problems that have dominated the conversation. The local Instagramers uploaded their pictures and videos using the #CrisisIsland and invited their communities to join the initiative and show the world what our crisis looked like.

32K + UGC ON INSTAGRAM & TWITTER

678K+ VIDEO VIEWS

50+ MILLION IN REACH

76+ MILLION IMPRESSIONS

MEDIA COVERAGE: Fusion, Upworthy, Snapchat Fusion Channel, Metro, END, Univisión, Paréntesis