Following a fatal accident where a young British man attempting a risky stunt on social media was killed, Madrid’s influencers have joined forces to fight for increased responsibility and awareness online. A 26-year-old jumped to his death from a tall bridge in Talavera de la Reina while filming for social networks, which led to a discussion of extreme challenges in the city.

The reaction from Madrid’s Twitterati has been quick and resounding. Many celebrities across multiple platforms have come together and created a campaign with the hashtag #SafeContentMadrid to inform their fans about the hazards of performing risky stunts and learning the cardinal rule that your life is more valuable than some popularity on social media.

The headliner is Isabella Martínez, a lifestyle influencer with two million-plus followers on various platforms. Martínez invited other popular content creators to attend an online town hall meeting to deliberate on the best way to spread awareness of the event and how to encourage users to post responsibly. ”We have a responsibility to our followers,” Martínez said in a 520,000-view live stream. ‘Our power should not be to make people go and provoke circumstances that will end up in tragedies.’

The campaign has reached people beyond influencers, local businesses, and organizations in Madrid are willing and participating in the initiative as well. Many of the areas and sites in the city have agreed with the influencers to co-create exciting, relatively risky-free content that captures the spirit of Madrid.

Another benefit, acknowledged by Madrid’s tourism board, is the capacity for good, both for the city’s image and for people far away. A representative of the board said that the goal was to market Madrid as a place for responsible and value-added experiences. I think this campaign is one of the best because it is 100% consistent with our vision for sustainable and safe tourism.

The movement has not been without it problems though. Critics have claimed that the recent push for safety is first and foremost an attempt to evade culpability by influentials. Others would argue that this culture is already inherent in social media as most social media platforms promote risky behaviors through sights and shares.

In this regard, following the criticisms that have been made, some influencers have even proceeded to mirror the cause. Another YouTuber, Carlos Ruiz, who boasts over a million subscribers and who mainly explores extreme locations, stated that he would edit all of his previous videos with exact or general safety statements made on the spot, as well as additional scenes that would demonstrate all the precautions he has used during the shoot. “I wanted my audience to know that what they are seeing was the result of planning and professional supervision,” Ruiz said to her more than a million viewers via the video.

The tragedy has also raised topics on how the social media can enforce prohibitive measures against bad conduct. Social media managers are learning reactors and have been invited to sit down with local creators and Madrid city leaders for roundtable discussions on how to encourage safer practices.

Considering the trends observed during the #SafeContentMadrid campaign, schools in Madrid have latched onto the opportunity to teach their students digital literacy and stay safe online. Some of them have come forward to visit schools for the purpose of giving out their testimonies with a view of touching young learners and giving them lessons on how to be careful when using social media.

The success of the Madrid campaign has triggered the same campaign in the other Spanish cities and it has received coverage from the international media. Since Madrid, everyone with an interest in how the internet might be going about addressing the problem of daredevils globally is looking at Madrid.

As the campaign advances, there is an evidence that the campaign is making an impact. First estimations to some local authorities show that there was a reduction in risky conducts at high visibility points with photographic scenes of Madrid areas in the weeks after the #SafeContentMadrid campaign.

There is a history of which this movement arose and the tragedy that occurred is still vivid to the people. A great number of influencers have provided separate posts that are dedicated to the memory of the young man who lost his life and stated that everything which was depicted online really exists and may lead to tragic consequences.

While Madrid’s group of influencers still tries to solve the various problems which arise from social media responsibility, one can positively observe how #SafeContentMadrid changed the situation for the better in the sphere. But, current obstacles show possibilities for content creators, businesses, and city officials to make fame viral and safety a possibility as well.