La Indis is a Mallorcan communications agency. It has wished to join the debate about 'massification', to give a new vision, as one of the causes of this overcrowding is social media.
The company has launched a campaign with the slogan 'Don't tag this beach, bitch!'. It explains that just one tag can result in millions of views on Instagram and that the problem isn't that people can't find space to lay their towels. It is a problem with very serious consequences for the local population.
Creative director Virginia Moll says: "As a creative agency, we think that tourists perhaps also feel cheated when visiting a paradise in which the photos have to be cropped in order to obtain 'likes' and to be Instagrammable. Instead of blaming tourists, you can ask them in a fun and fresh way to become sympathisers with the islanders."
Indis offers a link to free downloads of designs with the campaign slogan. "We have received a lot of support and one town hall has asked us for the design for one of its beaches."
"The campaign isn't only directed at tourists but also at local people. A tag can do a lot of damage. Our paradise can no longer give more of itself. Being sustainable is not just about not harming the environment but understanding that posting a beautiful photo has drastic consequences for the environment. We have lost perspective. We don't know how to discover a place if it's not on Google. We are encouraging tourists and locals to let go of the GPS."
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The MDB has also contributed to this problem by advertising “hidden gems” of the island in numerous articles.