SXSW 2025
Miami Beach Broke Up with Spring Break: A True Love Story
Description:
Miami Beach has long been considered an iconic destination for Spring Break. Despite efforts to tame behavior, the city has grappled with the disruption for years. In 2024, Miami Beach adopted an unexpectedly playful approach to the serious issue: a public breakup to discourage visitors. Many Spring Breakers are younger gen, people of color, and LGBTQIA+. The Miami Tourism Board had to make clear that certain behaviors were no longer welcome without making them feel unwelcome. The use of heartbreak and humor won hearts and online attention, initiating a true culture shift to improve safety.
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Takeaways
- Humanize the Problem to Break Through: Unpack the art of reframing a challenge to connect with audiences and evolve the way they see the world.
- Use Humor as a Tool for Social Impact: Discover how a seemingly lighthearted approach can spark serious conversations and drive positive change.
- Embrace the Power of a Brave Stance: Learn how taking risks and defying expectations can lead to successful campaigns.
Speakers
- La'Zette LaFontant, Vice President of Global Inclusion, Equity and Belonging, VML
- Juan Mantilla, Managing Director of Strategy, VML
- Jaime Baron, Group Director of Client Engagement, VML
Organizer
Tonisha De Witt, Project Manager, VML
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