Winner of the EFFIE Gold Award for Best Use of Media, 2011.

Problem
To demonstrate to the general population that the use of social media can pose security issues, especially for vulnerable individuals (children and young people).

Insight
No one reads the fine print when accepting terms and conditions.

Idea
An application on Facebook that, when providing personal information, would predict the exact date when users would become famous.

Development
People didn’t realize that by accepting the terms and conditions of the application, they were granting unrestricted rights to their image. On the predicted fame date, everyone received a message that propelled them to fame. The profile pictures of individuals were physically displayed on “La Avenida Central” in San Jose, Costa Rica, where around a million people pass by daily. The event was also live-streamed on the application’s Facebook page.

The action generated buzz that reached both mainstream and digital media outlets.

Results
A PR value of $164,000.00 was generated. The conversation about the use of social media triggered several legal symposiums to initiate a national security regulation. It positioned the National Children’s Trust as a government institution at the forefront of issues affecting Costa Rican childhood.

Winner of the EFFIE Gold Award for Best Use of Media, 2011.

Problem
To demonstrate to the general population that the use of social media can pose security issues, especially for vulnerable individuals (children and young people).

Insight
No one reads the fine print when accepting terms and conditions.

Idea
An application on Facebook that, when providing personal information, would predict the exact date when users would become famous.

Development
People didn’t realize that by accepting the terms and conditions of the application, they were granting unrestricted rights to their image. On the predicted fame date, everyone received a message that propelled them to fame. The profile pictures of individuals were physically displayed on “La Avenida Central” in San Jose, Costa Rica, where around a million people pass by daily. The event was also live-streamed on the application’s Facebook page.

The action generated buzz that reached both mainstream and digital media outlets.

Results
A PR value of $164,000.00 was generated. The conversation about the use of social media triggered several legal symposiums to initiate a national security regulation. It positioned the National Children’s Trust as a government institution at the forefront of issues affecting Costa Rican childhood.