A few companies in Tijuana hope that a series of slogans printed on billboards and banners around the city will help empower residents. The campaign is called ReAccióna Tijuana, or Tijuana Reacts.
It's the brainchild of two Tijuana publicity agencies and a printing company.
They've posted 11 slogans on a dozen and a half billboards around the city. The messages say things like "In spite of everything, Tijuana keeps moving," and "Tijuana is a consequence of our actions."
Gabriela Posada, who's leading the movement, says she wants to instill the idea in people that they can change the city.
"Reading the phrases is like a little break from one's life. When you're stressed or something, you read something and it makes you feel better. That changes your attitude," Posada said.
Posada says the city is in a difficult moment, given the economy and drug cartel violence. She wants people to understand that change begins with the individual.
Tijuana Reacts' Facebook fan club has grown to more than 2,200 members in two weeks.
Photos provided courtesy of Gabriela Posada.
