Puerto Rico had been struggling with high crime rates, with a record 1,136 murders in 2011. To address this, officials launched an innovative Twitter campaign called @Follow2unfollow, allowing prisoners to tweet about their experiences. The campaign attracted over 23% of Puerto Rico's Twitter population. It was ultimately found that 54% of young Puerto Ricans said the campaign made them reconsider criminal behavior, showing the impact of using social media to deter crime.

1. @Follow2unfollow
Author: Saurabh Mhase

2. Author: Saurabh Mhase
 Puerto Rico was obsessed with violent
crimes in 2011
 Record breaking 1,136 murders in 2011
 The number of police officers on island
is double of the number of households
over there
 It still suffers a homicide rate of 26.2
per 100,000 people
 Puerto Ricans held “ March of Peace”
against this increasing criminal rates in
country
 These marches were not much affective

3. Author: Saurabh Mhase
Puerto Rico‟s crime rate had
reached historical levels
Majority of violence was drug
trafficking with young adults
Numerous advertising campaigns
to discourage life in crime failed
Developed a unique social idea
that prevents juvenile
delinquency
Innovative idea :
@Follow2unfollow twitter
campaign

4. Author: Saurabh Mhase
 Followers can interact with convicted felons and truly experience what a life
behind bars is like.
 The press coverage exploded and WOM was unprecedented
 The first Twitter campaign that uses real tweets from real inmates as a crime
deterrent

5. Author: Saurabh Mhase
The twitter audience on Puerto
Rico started following the
@follow2unfollow page
The Department of Corrections
allowed three male prison
inmates to discuss their
experiences in jail on the social
platform
So people got overview of real life
behind bars

6. Author: Saurabh Mhase
In just two months attracted 23% of
Puerto Rico‟s Twitter population
Ultimately, 54% of Puerto Rico‟s
young adults said they would
reconsider their actions to avoid a
life of crime

7. Author: Saurabh Mhase
Campaign of the Year at the Festival of Media
LatAm2013 Awards
Bronze Media Lion at the 2013 Cannes Festival.
Ranked first amongst the „Most viral campaigns
of 2013 by Forbes

8. Author: Saurabh Mhase
PARENT BRAND: Starcom MediaVest Group
BRAND: Starcom
https://www.youtube.com/watch?v=76Em
BOyJFNo – Video of campaign

9. Author: Saurabh Mhase
By : Saurabh Mhase
twitter: @saurabhmhase
Blog : www.techachaar.wordpress.com