MUSEO DE MEMORIA Y TOLERANCIA: Tweetbullets

Credits & Description:

Category: Charities, Public Health & Safety, Public Awareness Messages
Advertiser: MUSEO DE MEMORIA Y TOLERANCIA
Product/Service: MUSEO DE MEMORIA Y TOLERANCIA
Agency: OGILVY MEXICO
Creative Vice President: José Montalvo (Ogilvy México)
Creative Vice President: Miguel Ángel Ruiz (Ogilvy México)
Creative Director: Manuel Vega (Ogilvy México)
Creative Director: Carlos Holcombe (Ogilvy México)
Creative Director: Iván González (Ogilvy México)
Copywriter: Ana Paola Noriega (Ogilvy México)
Copywriter: Manuel Vega (Ogilvy México)
Art Director: Marco Antonio Quevedo (Ogilvy México)
Art Director: Orlando García (Ogilvy México)
Art Director: Ana Méndez (Ogilvy Mexico)
Agency Producer: Juan Carlos De Torno (Ogilvy Mexico)
Programming: Adrián Pérez (Ogilvy Mexico)
Motion: Rafael Carballo (Ogilvy Mexico)
Planning: Javier Macías (Ogilvy Mexico)
Planning: María José Del Conde (Ogilvy Mexico)
Planning: Carolina Torres (Ogilvy Mexico)
Agency Producer: Magalí Fernandez (Ogilvy Mexico)
Account Manager: Paola Mayoral (Ogilvy Mexico)
Mechatronics Engineer: Yair Bautista (U.n.a.m.)
Agency Producer: Juan Pablo Osio (Ogilvy Mexico)
Media placement: Installation - Museum of Memory and Tolerance - 19 April 2012

Insights, Strategy & the Idea
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. But 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.

Creative Execution
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.

Results and Effectiveness
Discrimination in social networks was put on national debate. Only 24 hours after the launch, the hashtag #tweetbullets, had been mentioned more than 2,000 times in Twitter, reaching more than 11 million users. Five days later, 286 bullets were shot to Mexico (which meant around 6,000 discriminatory tweets), people started to point out discriminatory tweets and the most important media in the country and human rights leaders covered and talked about this important topic. Up to today, some of the measurable results are:

Pageviews: 111,883
Avg. Time on Page: 5:18 mins.
Discriminatory Hashtags: 18,376
#tweetbalas Tweets: 5,468
Estimated free publicity with a production budget of 10,000 dollars after 15 days: 500,000 dollars