The purpose of the social media campaign was to raise awareness, generate public support, mobilize State's political will and make visible the importance of the Arms Trade Treaty (ATT) prior the First Conference of State Parties to the ATT (CSPI) in Cancun, Mexico. The campaign was spearheaded by the Association for Public Policy (APP) as the coordinating agency of the Human Security in Latin America and the Caribbean (SEHLAC, for its initials in Spanish) coalition network of action on armed violence in the region.