To communicate and publicise the values handed down by Admiral Miguel Grau, particularly to the younger public.
We decided to look for people who live according to the values of Grau and in order to identify them we created a term: “To be Grau”. So we could find them, we created a platform on which users could put forward people and let everyone know about the great work they were doing on a daily basis. The campaign used a number of media, from spots explaining what #TobeGrau was about, to Facebook, Twitter and Youtube channels with different content, as well as presentations nationwide.
The number of Facebook fans increased by more than 200%; there was more coverage in the printed, digital and television media; 2,629 unique users visited our website; new visitors increased by 70%; more than 11,000 page hits; more than 3 minutes per visit; our twitter is now an active channel and the main result: Every day there are more and more GRAU people.