LyP set out to do something incredible: To alter the perverse and accepted culture of paying the state to get ahead in Argentina.
The main objectives of LyP’s size of the state report were: First, to influence policymakers in order to reduce public spending and to design policies that could promote the creation of private employment. And second, to raise awareness on these matters among citizens through both traditional and social media, in order to increase support for governmental reform projects.
LyP succeeded in their objectives by coupling groundbreaking research that fully analyzed and uncovered just how massive Argentina’s bureaucracy had become with the meaningful, actionable steps that could help reduce it.
The group didn’t stop there — they knew that for their ideas to gain traction, people needed to understand the problem and why it mattered to them, with the ultimate goal of public outcry being pressure on the politicians who could see reform through.
La Nación, one of Argentina’s leading news outlets, provided favorable coverage of LyP’s research and messaging. LyP’s innovative explainer video on the need to scale back the massive Argentinian government was viewed over 77,000 times in the last year.
As LyP’s message took root, President Mauricio Macri had to take notice — and he acted on the group’s call for reforms, eliminating redundancies and calling for consolidation in his own administration.
“We believe that the recent restructure of the Federal cabinet, merging 21 ministries into 10, confirms that we are finally having some real impact in policy making in Argentina,” said Agustín Etchebarne, director general of LyP. “With three years of delay the government is implementing part of our agenda to decrease government expenditures, pressured by the economic crisis. This proves that a small team of professionals using social media, videos, and participating in talk shows and media appearances with clear ideas and perseverance, can influence the direction of government policies and public opinion.”