Based on the premise that Police alone cannot stop this tragic trend, the goal was to engage citizen participation as crucial to prevent the killing of innocent victims. The most important part of the strategy was a Facebook application where individuals could join in, recording, uploading, and sharing their own messages.
In the mere 2 weeks that the campaign was aired, 463,162 unique users were reached out of 1,283,300 active users in Puerto Rico. 118,712 stories were created from Facebook fans and their friends through posts, video recordings, video and photo shares. These stories reached 1,028,431 international unique users and obtained 7,370,632 viral impressions. Puerto Ricans in more than 20 countries supported the movement and shared the message among their friends. More importantly, confidential messages reported nearby shootings locally, and there were 0 deaths from stray bullets that night.