The “free press” generated by social media sharing of the gamified achievements of the app users, which were branded with Telefonica
The publicity video for downloading the app was also shared on social media and was posted to the author’s facebook by her presumably nonacademic friend; the video is also on Telefonica’s YouTube channel, perhaps it was an ad on TV or internet as well? The project was also described on the company’s website, although I think that is no longer available.
All users of their prepaid phones being invited to “symbolically vote” against child labor when refilling, by sending a text - 1 million votes was to trigger the “campus party” (hackathon), which then brought together people who came up with the surveillance app
Denuncia-thon which enforced offline connections of the ‘digital activists’ - euphoric
Statements to the academics about moving beyond philanthropy, and about sustainability and leadership, naturalizing their goodness, in contrast to mining companies