Puerto Rico's financial crisis has generated a landslide of bad online & offline publicity. The challenge was to shift the online conversation about our island with a social initiative that would gain back Puerto Rico’s paradise status. We decided to embrace the crisis by changing the context in which the term is presented. The idea was to post breathtaking images of the Island with the tag #CrisisIsland. Eleven local ecotourism Instagrammers (@SimoneBirch, @backpackingpr, @green_neck, @haroldcamilo, @sakography, @krekro, @placespr, @bebichurch, @lauraalemanofficial, @reyluis and @mymils) took on the challenge and shared their stunning pictures and videos of Puerto Rico on Instagram & Twitter. Collectively, they boast more than 350,000 local and international followers on Instagram. The strategy was to activate the Instagrammers communities and generate organic User Generated Content (UGC) showcasing everything that makes Puerto Rico beautiful. And as locals re-discovered the beauty of their country, they began using the hashtag to share their own images and stories about Puerto Rico.