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. However, 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 discrimination to the modern era, and use social networks to viralise the message.

Slangs in Mexico have a lot of discriminating words, and this was showing out 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 in www.tweetbullets.com, people could see the installation in real-time and see the degrading tweets.

As a result of this experiment the most "attractive" persons made 400% more friends than their less "unattractive".