Spanish Government approved the Gag Law on March 26th, so we had to act quickly before its entry into force, on 1st July. That's why we launched a website where people could join the protest during two weeks, until its holding, on April 10th. We had that time to activate the general public.

Second kind of audience we needed to activate, on the April 10th event, were media professionals, who we wanted to cover the story, so it would have more impact in the general public, thus feeding back and growing that audience.

Without a paid media budget, we had to create something with a powerful visual and significance that would make into the news all around the world, as well as get viral in social platforms. And something with a clear call to action, in order to achieve the best quantitative results in terms of signatures and participation.

The platform NoSomosDelito (WeAreNotCrime), formed by over a hundred citizens’ organizations, activists, and jurists, is born with the intention of informing citizens about the meaning of these reforms, which restrict fundamental rights such as freedom of expression in the name of “citizens’ security”, and to pressure the government into withdrawing them immediately.

The objectives for the campaign were obtaining signatures for the online petition against Gag Law, virtual participations in the demonstration, and worldwide media coverage, as well as social media awareness.

The campaign was a global hit in media all around the world, with an estimated earned media (at the time of writing) of 16 million euros, and a global audience of over 800 million. It was covered by the main national and international press, TV and online media, and made into the front page and editorials of some of them, such as the French newspaper Le Monde, The New York Times and The Boston Globe. It also appeared in countless local and specialized media.

17.857 people participated in the demonstration via the website, although after that moment, participations kept rising over 20.000. The online petition for the withdrawal of the law was signed by more than 330.000 people.

Our protest gathered over 50.000 tweets and about 400 million Twitter impressions.

Ultimately, the protest was debated in a session of the Spanish Congress.

We created the Holographic Protest, the first of its kind.

On March 26th, the same day the Gag Law was approved, we launched a teaser website which encouraged users to sign the online petition against the law reform and to participate in the demonstration in a virtual way: uploading their pictures, recording their shouts and sending their protest messages. At that time we did not revealed the location where the protest would take place, in order to avoid confrontation with the Spanish authorities.

On April 10th, we projected the protest in front of the Parliament, taking advantage of a filming permit. We chose the most difficult place (demonstrations have been banned there), but also the most symbolic. The projected video was produced from previously filmed and the website user-contributed material.

We also had a special cabin for NoSomosDelito spokespeople to be interview by media as real-time holograms.