Discovery
In the lead-up to Cuba’s anticipated political power transfer, a coalition of opposition figures—including activists, artists, independent journalists, and members of the Forum for Rights and Freedoms (ForoDYL)—launched the #MásCastrismoParaQué campaign. The initiative aimed to question and resist the continuation of authoritarian rule under the guise of change. It called on Cubans, inside and outside the island, to speak up and challenge the legacy of repression through creative expression, testimony, and digital mobilization.

Branding

Expertise
One Sun Media partnered with the campaign organizers to bring the message to a wider audience. We developed a visual identity for #MásCastrismoParaQué that was bold, disruptive, and easy to replicate by supporters online. We established and managed dedicated social media pages on Facebook and Instagram, crafted original bilingual copy tailored to the Cuban audience, and produced visually engaging content to communicate urgency and emotional resonance. A Meta Ads strategy was deployed, focusing on geographic targeting to maximize reach across Cuban diaspora hubs and engage sympathizers within the island.

Social Images

Quantification
Through consistent posting, creative engagement tactics, and well-executed ad sets, the campaign experienced an impressive 84% monthly growth in engagement. This sustained digital momentum helped draw coverage from independent press outlets and international observers, amplifying the campaign’s core question—#MásCastrismoParaQué—into a resonant message of civic defiance and democratic aspiration.