You Have an Important Role to #StopZika
Social media can offer communication planners the opportunity to reach target audiences with
key messages that inspire action. There are many social media platforms that can be considered
as part of an overall strategy such as Facebook, Twitter, and Instagram.
This toolkit provides tips for increasing social media engagement of Zika virus prevention
messages, as modeled by the This Is How We Stop Zika campaign. You will also find resources
and sample social media content (see Appendix A) that promote Zika prevention. You can use
the social media content as-is or adapt it as needed.
Step One: Know Your Audience and Their
Social Media Consumption
When developing your communication goals and objectives, know your audience and their social
media consumption. Consider the following:

Carefully define who you want to reach. For example, “pregnant women ages 18–25,
who live in Caguas.”

Assess and document the audience’s social media habits and engagement on different
platforms.

Use social listening tools, like Radian 6 or Sysomos, which allow planners to explore
and document social conversations and who is leading them.

Conduct environmental scanning to determine what messages exist and how the
audience is engaging with them.

Identify gaps or misinformation that you wish to communicate or clarify to your
audience based on existing social conversations.

Identify potential influencers (people and organizations) that are trusted by your
target audience and that align with your communication efforts.
Environmental scanning was completed for the This Is How We Stop Zika campaign to identify potential
celebrities who could serve as influencers for the campaign. Five celebrity influencers were selected
based on their number of followers, trust by target audience, and alignment with communication efforts.
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Step Two: Identify and Prioritize Influencers
Influencers are people or organizations that have the attention and interest of a target audience
and have the capacity to persuade them to take action. Influencers usually have an extensive
social reach or connection to other organizations and/or people who have perceived prominence
in the community. Influencers also have a “hub of topics” or issues of importance to them about
which they write or post.
Since not every influencer with wide social reach will be a good fit, communication planners
should

Use input collected from Step One to assess influencers that have trust among your
target audience such as a shared goal or area of interest.

Assess how realistic it is to work with desired influencers (e.g., budget, timeline).

Consider the benefits of working with the influencer, such as

•
The opportunity to make a positive difference in the lives of people and the future
generation of babies (i.e., social good)
•
Access to new partners and collaborators
•
National visibility opportunities
• Potential for future public relations opportunities, such as interviews
Consider the potential risks of your effort being linked to the influencer from a
messaging, tone, and style perspective.
•

Assess the influencer’s partnerships, conflicts of interest, or past controversies
and how they may be at odds with your effort and have unintended negative
consequences.
Consider what value you bring to the table from the influencer’s perspective: What
are the benefits to the influencer?
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Step Three: Online Influencer Engagement
and Plan Development
Once you have identified desired influencers who are appropriate (low risk and high value) and
feasible (financially and logistically), draft an engagement plan. Detail implementation activities
by outlining objectives, tactics, and processes in your plan. This is essential when working with
influencers who are under contract to help ensure that they operate within the parameters of the
plan. The plan should also include a calendar that illustrates what posts (topic/theme) will
happen when (date/time).
When drafting a plan, key considerations include

What is the style and voice of the influencer?

Will you or a contractor interface with the influencer?

What is the specific ask you have of the influencer?

• What do you want them to do? How often?
Does the influencer have a manager?

Would the influencer like to craft their own content or receive suggested
content/posts?

Are there any contractual limitations to engaging with the influencer such as photo
license restrictions?
Additionally, your plan should provide guidance on how influencers should address any online
questions received from the public about Zika.
For the This Is How We Stop Zika campaign, specific guidance was written into the influencers’
contracts, noting that they would receive prepared content to post on their social media channels.
Influencers were also provided with instructions on what photos to include with each post. For example,
if the focus of a post was on the importance of applying repellent, influencers were asked to share a
picture of themselves applying repellent to model the preventive behavior.
Sample posts from the This Is How We Stop Zika campaign are available on page 6 and in Appendix A
of this toolkit. These posts may be shared with online influencers for their consideration/use.
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Here are some examples of topics to discuss with online influencers who are engaged in your
effort:

Determining frequency of posts and which social media channels should be used

Defining processes for (1) content created/posted by influencer, including writing,
reviewing content for accuracy, and posting; and (2) monitoring metrics

Scheduling regular check-ins to assess emerging opportunities for additional or new
messaging, like awareness months, and additional topics such as new research

Managing potential issues, such as addressing negative feedback, positive feedback,
or questions outside the topic area
•
Discussing standard operating procedures to help mitigate potential issues
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Sample Posts
The table below highlights the Puerto Rican celebrity/personality influencers who were engaged for the This Is How We Stop
Zika campaign. The table shows the influencers’ roles in the community, social media channels, number of followers for each
channel, post schedule (based on their respective contracts), audience and behavior of post, as well as sample posts by
influencers.
Influencer
Alexandra
Fuentes
Role
TV host
Channels/Followers
Facebook: 170K
Instagram: 151K
Weeks
posting
1,3,5,7
Sample Post
Audience
Protect yourself, your family, and your
community against the transmission and
spread of the Zika virus. Follow and Share
these steps—these are the best ways to
#stopzika
Behavior
Pregnant women,
partners, community
members
Wear repellent,
keep mosquitoes
out of the home
Pregnant women,
community members
Wear repellent,
wear long
sleeves and
pants
https://www.youtube.com/watch?v=MpB10Om
B9sQ&index=4&list=PLvrp9iOILTQZCu74GL
Qj9qeUroIMtS9Iy*
*The URL above was used before the PSA
was completed, so please feel free to use the
PSA available at: http://detenelzika.org/.
Nicole
Chacón
Public
Figure
Facebook: 378K
Instagram: 141K
1,3,5,7
There's more than one way to prevent
mosquito bites. Protect yourself today and
every day. “Like” if your favorite way to
#stopzika is insect repellent. “Share” your
fashion if you prefer to cover up with
protective clothes.
Split image with 2 photos & link:
1.
2.
Nicole applying generic insect repellent
with word “LIKE”
Nicole wearing a long sleeve fashionable
blouse and the word “SHARE”
helpstopzika.org
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Influencer
Shanira
Blanco
Role
Public
Figure
Channels/Followers
Facebook: 420K
Instagram:30.6K
Weeks
posting
2,4,6,8
Sample Post
Audience
As a parent you want to do everything you can
to protect your baby and your family. That’s
why I make sure to follow Zika prevention
steps every day to avoid mosquito bites and
keep myself and my son healthy. Share this
coloring book with parents you know and
remind them we can all stop Zika together!
#stopzika
Behavior
Mothers and fathers
Wear repellent
Note: Photo of Shanira carrying her baby (not
showing face) and add link to CDC coloring
book
Daniela
Droz
Actor/
Director
Facebook: 250K
Keylla
Hernández
Journalist
Facebook: 150K
2,4,6,8
Men can transmit
#Zika through sexual
contact. The virus
can spread before,
during, and after
symptoms start and
develop. Guys, please use condoms every
time you have sex to prevent the spread of the
virus. Learn more about how to prevent Zika
#stopzika
Men, pregnant
women
Use condoms
2,4,6,8
Share a photo in the comments section below
that shows how you are taking action against
#Zika to protect your family, your community,
and PR. Tell us what inspires you to
#stopzika, and see what inspires me.
Community members
Audience selects
the preventive
behavior
Instagram: 136K
Instagram: 18K
Note: Use Keylla’s photo with social media
board
helpstopzika.org
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Step Four: So What? Measuring Success
Measuring the effect of your tactics is key to understanding how content and messages are
received and if goals and objectives are being met. Social media metrics can include how many
people viewed, engaged by commenting or liking, or shared posts. Depending on resources and
reporting needs, you may consider updating your metrics report on a daily, weekly, monthly, or
quarterly basis. Regularly monitoring metrics and exploring how the target audience is engaging
with the messages can provide an opportunity to

Make necessary adjustments in type of posts, times of posts, channels used, or other
administrative decisions

Continually assess what else is going on in the field, contextually

Revise content based on the current context or addressing new science, if applicable

Assess what current questions the influencer is getting from the audience

Assess changes in audience needs and make adjustments in messaging
When partnering with influencers, processes for capturing social media metrics should be
discussed at the beginning of the working relationship. It is important to clearly document for
your influencers what metrics will be measured (reach) and how they will be measured (number
of shares or likes). Not only is it important to discuss the type of metrics that will be collected,
but also how often influencers should share any metrics on their posts.
Software can be useful in assessing metrics and monitoring. If you do not have access to a social
monitoring software, Google Analytics can be used, or you can log inputs manually by recording
the number of retweets, number of comments, and number of likes or shares. When using these
resources, remember to test a variety of combinations of key words from the campaign or
different variations of hashtags (e.g., #StopZika, This is how we stop Zika, and #Detenelzika.).
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Appendix A
Sample Posts
Influencers may appreciate receiving content that can be adapted to their voice/platform and then
posted through their channels. A great practice is to co-create post language with influencers or
ask them to write a post in their style/language to be reviewed before posting. Co-creating or
asking influencers to author posts allows the influencers to develop content that would be
recognized by the target audience as their own and authentic. With all posts, it is important to be
aware of any culturally relevant photos or videos that can accompany them.
helpstopzika.org
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English
Spanish
Notes
Behavior level
Community level,
individual level
Keep mosquitoes out of your yard and neighborhood
by cleaning out pots, removing old tires, and trimming
bushes and grass. Share if you have weekend plans
to join a community cleanup or comment if you are
willing to lead one. #stopzika
Mantengas los mosquitos fuera de tu patio y barrio
con la limpieza de las macetas, la eliminación de
gomas viejas y el recorte de arbustos y hierba.
Díganos si tienes planes por el fin de semana a unirte
a una limpieza de la comunidad o comenta si estás
dispuesto a dirigir una. #stopzika
Puerto Rico, this is how your neighbors are
stopping Zika! Say thank you by liking your favorite
way to #stopzika!
¡Puerto Rico, así es como tus vecinos están
deteniendo el zika! Decir gracias por hacer clic en
“me gusta” para escoger tu forma favorita para
detener el zika. #stopzika
Upload 2-3 images of
people doing preventive
behaviors
Community level
It’s time to unite as a community to #stopzika.
Es hora de unirnos como una comunidad para
detener el zika. #stopzika
Add video PSA found
here:
http://detenelzika.org/
Community level,
individual level
#QuickTip: Curious how to protect your home? Work
with your family as a team. Install window and door
screens to keep mosquitoes outside.
Consejo rápido ¿Estas interesado en cómo proteger
tu hogar? Trabaja con tu familia como un equipo.
Instala escrines de puertas y ventanas para mantener
los mosquitos afuera.
Community level
Together, we can #stopzika.
Juntos, podemos detener el Zika. #stopzika
#QuickTip: Many people with #Zika do not have any
symptoms. Though Zika can cause fever, joint pain, a
rash, and red eyes, many people do not get sick. Talk
to your doctor if you get sick and remember to follow
the prevention tips to protect yourself, your family, and
your community. #stopzika
Consejo rápido: Muchas personas con el virus del
zika no presentan ningún síntoma de la
enfermedad. Aunque el zika puede causar fiebre,
dolor en las coyunturas, sarpullido y conjuntivitis
(los ojos enrojecidos), muchas personas no se
enferman. Habla con tu médico si te enfermas y
acuérdate de seguir los consejos de prevención
para protegerte, proteger a tu familia y a tu
comunidad. #stopzika
helpstopzika.org
10
Individual level
English
How do you protect yourself from mosquito bites?
‘Like’ if you use insect repellent.
‘Comment’ if you wear long sleeves and long pants.
‘Share’ if you do both! #stopzika
Spanish
Notes
¿Cómo te protege de las picaduras de mosquito? Haz
clic en ‘Me gusta’ si utilizas repelente de insectos.
Behavior level
Individual level
Deja un comentario si usas camisas de manga largas
y pantalones largos.
¡‘Comparte si lo haces ambos! #stop zika
Looking for an all-in-one resource on how to
#stopzika? Check out our website:
http://helpstopzika.org/.
¿Estás buscando un recurso de todo-en-uno de cómo
detener el zika? #stopzika Visita nuestra página web:
http://detenelzika.org/
CDC infographic:
http://espanol.cdc.gov/i
mg/cdc/ES_47630.pdf
Community level,
individual level
Are your children at camp this week? Keep them safe
from mosquitoes. Dress them in protective clothing
such as long sleeves and long pants and use
repellent.
¿Tus hijos están en el campamento esta semana?
Manténganlos a salvo de los mosquitos. Vestirlos con
ropa protectora como camisas de manga larga y
pantalones largos y usa repelente. #stopzika
CDC infographic:
Individual level
http://espanol.cdc.gov/i
mg/cdc/ES_55233.pdf
#stopzika
Do you work with children? Encourage them to be
community leaders by joining you in a community
cleanup event with their friends and family to
#stopzika! Share your stories in the comments.
¿Trabajas con los niños? ¡Anímalos a ser líderes de
la comunidad al unirse contigo en un evento de
limpieza de la comunidad con sus amigos y familiares
a detener el zika! Comparte tus historias en los
comentarios. #stopzika
Community level,
individual level
We can all do our part to keep our children safe. Start
by using repellent to prevent mosquito bites every
time they play outdoors. Share this free activity book
to teach kids how they can help prevent mosquito
bites: http://espanol.cdc.gov/img/cdc/ES_48977.pdf
#stopzika
Todo podemos hacer nuestra parte a mantener
nuestros niños seguros. Empieza por usar repelente
para prevenir las picaduras de mosquitos cada vez
que juegan afuera. Comparte este libro de
actividades para enseñar a los niños cómo pueden
ayudar a prevenir las picaduras de mosquitos:
Individual level
http://espanol.cdc.gov/img/cdc/ES_48977.pdf
#stopzika
#QuickTip: Before you say goodnight, protect yourself
from mosquito bites. Sleep under a mosquito bed net
and cover cribs with mosquito netting. #stopzika
Consejo rápido: Antes de decir buenas noches,
protégete contra las picadas de mosquitos. Duerme
bajo y cubre las cunas con un mosquitero. #stopzika
CDC mosquito bed net
card:
http://www.cdc.gov/zika/
pdfs/bed-net-use-walletcards-spanish.pdf
helpstopzika.org
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Individual level
English
Who should take home this week’s prize? We’re
taking action to #stopzika, and your friends are
stepping up to the challenge! Share your #Stopzika
story and you could win a $15 iTunes gift card.
Spanish
Notes
¿Quién debe llevar a casa el premio de esta
semana? ¡Estamos tomando acción para detener el
zika, y tus amigos están dando un paso adelante para
el desafío! Comparte tu historia de detener el zika y
podrías ganar una tarjeta de regalo de iTunes de $15.
#stopzika
Part 1 of 3:
Upload with 2-4 new
images of people who
are completing
preventative behaviors
Behavior level
Community level,
individual level
Prize can be something
else other than iTunes
gift card.
Tomorrow, we’ll spotlight this week’s #stopzika story
winners! Make sure to vote by sharing your favorite
photo today and check back for the winner tomorrow!
¡Manaña vamos a enfocarnos en los ganadores de la
historia de detener el zika de esta semana!
¡Asegúrate de votar compartiendo tu foto favorita hoy
y comprobar el ganador mañana! #stopzika
Part 2 of 3: [Link to
album of pictures that
people have submitted]
Community level,
individual level
Puerto Rico, we’re putting a spotlight on you! Check
out this week’s #stopzika story winners!
¡Puerto Rico, nos estamos enfocando en ti! ¡Hecha
un vistazo a los ganadores de la historia de detener el
zika de esta semana! #stopzika
Spotlight winning
photos, could be one in
each category (protect
self, partner, home and
community) or top post
that received the most
likes.
Community level,
individual level
Did you spend time outdoors this weekend? Did you
remember to protect yourself from Zika? Like if you
used insect repellent and share if you took time to
remove any standing water #stopzika
¿Pasaste tiempo al aire libre este fin de semana?
¿Te acordaste de protegerte del zika? Haz clic en
“Me gusta” si usaste repelente de insectos y
comparte si tomaste tiempo para eliminar el agua
estancada. #stopzika
#QuickTip: Many people with #Zika do not have
symptoms. Although Zika can cause fever, joint pain,
a rash, and red eyes, many people do not get sick.
Talk to your doctor if you get sick and remember to
follow the prevention tips to protect yourself, your
family, and your community. #stopzika
Consejo rápido: Muchas personas con el virus del
Zika no presentan ningún síntoma de la enfermedad.
Aunque el zika puede causar fiebre, dolor en las
coyunturas, sarpullido y conjuntivitis (los ojos
enrojecidos), muchas personas no se enferman.
Habla con tu médico si te enfermas y acuérdate de
Community level,
individual level
CDC infographic:
http://espanol.cdc.gov/i
mg/cdc/ES_47630.pdf
helpstopzika.org
12
Community level,
individual level
English
Spanish
Notes
Behavior level
seguir los consejos de prevención para protegerte,
proteger a tu familia y a tu comunidad. #stopzika
How do you stop #Zika? This friend is helping keep
his community safe from Zika by dumping standing
water. Share a photo in the comments and tell us how
you’re taking action to #stopzika.
¿Cómo se detiene el zika? Este amigo ayuda a
mantener a su comunidad protegida del zika al
eliminar el agua estancada. Comparte una foto en los
comentarios y dinos cómo detienes el zika. #stopzika
Are you pregnant and concerned about #Zika? Talk to
your doctor about steps you can take to protect
yourself and your developing fetus. Don’t be afraid to
ask your family, neighbors and colleagues to help
protect you by taking action too. #stopzika
¿Estás embarazada y te preocupa el #zika? Habla
con tu médico sobre los pasos que puedes tomar
para protegerte y proteger a tu bebé en gestación. No
temas pedir que tu familia, vecinos y colegas ayuden
a protegerte tomando también medidas preventivas.
#stopzika
Healthcare providers: Learn what you can do to
protect your community and keep your patients
healthy #stopzika
Proveedores de salud: para saber lo que puedes
hacer para proteger a tu comunidad y mantener a tus
pacientes sanos #stopzika
Reminder: Take a moment this weekend to check all
the screens in your house to keep mosquitoes out.
Tag a friend in the comments if you want some help!
#stopzika
Recordatorio: Este fin de semana toma un momento
para chequear todos los “escrines” en tu casa para
mantener a los mosquitos fuera. ¡Etiqueta a un amigo
en los comentarios si quieres ayuda! #stopzika
Help protect yourself, your family, and your
community from #Zika. Watch this video and tell us
which of the following are ways to protect yourself
from Zika:
Ayuda a protegerte, proteger a tu familia y a tu
comunidad del zika. Ve el video y dinos cuáles de las
siguientes son maneras de protegerte del zika
A.
B.
C.
Use insect repellent
Wear long sleeves and pants
Place screens on windows and doors
#stopzika
Community level,
individual level
CDC infographic:
Individual level
Add video PSA found
here:
http://detenelzika.org/
A.
B.
C.
Usa repelente de insectos
Usa camisas de manga larga y pantalones
Coloca "escrines" en las ventanas y
puertas
#stopzika
helpstopzika.org
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Individual level
http://espanol.cdc.gov/i
mg/cdc/ES_50155.pdf
Community level,
individual level
English
Spanish
Notes
Behavior level
#QuickTip: Insect repellent with DEET, picaridin,
IR3535, OLE, PMD, or 2-undecanone are safe &
effective to help #stopzika, even for pregnant and
breastfeeding women.
Consejo rapido: Los repelentes de insectos con
DEET, picaridin, IR3535, OLE, o PMD son seguros y
efectivos para ayudar detener el zika, incluso para las
mujeres embarazadas y mujeres que están
amamantado. #stopzika
Individual level
Are you ready to take action to #stopzika? We
have everything you need to know in our free
community engagement toolkit. Download it, and
tell us in the comments what you’re planning.
#stopzika
¿Estás listo para tomar acción para detener el zika?
Tenemos todo lo que necesitas saber en el kit de
participación de la comunidad que es gratis en
nuestro sitio web. Descárgalo y díganos en los
comentarios lo que estás planeando. #stopzika
Community level
http://helpstopzika.org/wpcontent/uploads/2016/08/Zika_Community_Engagemt
_Toolkit_FINAL.pdf
http://detenelzika.org/wp-content/uploads/2016/09/KitDe-Herramientas-Para-La-ParticipacionComunitaria.pdf
Reminder: Mosquitoes lay eggs near standing water.
For large containers of water that will not be used for
drinking and cannot be covered or dumped out, use
larvicide. Find more information on how to #stopzika
in your community, visit detenelzika.org
Recordatorio: Los mosquitos ponen sus huevos cerca
de agua estancada. Para los contenedores grandes
de agua que no se utilizan para beber y no pueden
ser cubiertos o tirados, utiliza larvicida. Para más
información sobre cómo detener el zika en tu
comunidad, visita detenelzika.org. #stopzika
Individual level
There's more than one way to prevent mosquito bites.
Protect yourself today and every day. “Like” if your
favorite way to #Stopzika is insect repellent. “Share”
your fashion if you prefer to cover up with protective
clothes.
Hay más de una forma de prevenir las picadas de
mosquito. Protégete hoy y todos los días. Dale “Like”
si tu forma favorita de detener el zika es con
repelente de mosquitos. Dale “share” y muestra tu
moda si prefieres usar ropa que te proteja. #Stopzika
Individual level
Most people with #Zika don’t have any symptoms.
That’s why it is so important to protect yourself, your
family, and your community.
La mayoría de las personas con #zika no muestran
síntomas. Por eso, es tan importante que te protejas
tú, a tu familia y a tu comunidad. #Stopzika
CDC poster
http://espanol.cdc.gov/i
mg/cdc/ES_49205.pdf
helpstopzika.org
14
Community level,
individual level
English
Spanish
Notes
Behavior level
Join me in protecting Puerto Rico! We can take action
today and every day to protect ourselves, our family
and our communities from Zika. Watch the video and
learn how you can start taking action now. #stopzika
¡Unámonos para proteger a Puerto Rico! Juntos
podemos tomar acción hoy y todos los días para
protegernos y proteger a nuestra familia y a nuestra
comunidad del zika. Aprende con este vídeo cómo
puedes tomar acción ya. #stopzika
Parents, who was the first person you told when you
found out you were expecting? Tag them here! It
takes a village to raise a baby. It also takes a village
to #stopzika. Let’s do it together! Find out how:
http://helpstopzika.org/.
Padres, ¿quién fue la primera persona tú le dijiste
cuando se enteró de que esperaba un bebé?
¡Etiquétalo aquí! Se requiere un pueblo para criar a
un bebé. También se requiere un pueblo para detener
el zika. #stopzika ¡Hagámoslo juntos! Descubre
como: http://detenelzika.org/.
Community level
Share a photo in the comments section below that
shows how you are taking action against #Zika to
protect your family, your community, and PR. Tell us
what inspires you to #stopzika, and see what inspires
me
Comparte una foto en la sección de Comentarios que
muestre cómo tomas acción contra el #Zika para
proteger a tu familia, a tu comunidad y a PR.
Cuéntanos qué te inspira para detener el Zika.
#stopzika
Community level,
individual level
Men can spread #Zika through sexual contact. The
virus can spread before, during, and after symptoms
start and develop. Guys, please use condoms every
time you have sex to prevent the spread of the virus.
Learn more about how to prevent Zika #stopzika
Los hombres pueden transmitir el #zika por contacto
sexual. El virus se puede transmitir antes, durante y
después que aparezcan los síntomas. Chicos por
favor, usen condones con su pareja cada vez que
tengan relaciones sexuales para prevenir la
transmisión del virus. Aprendan más sobre el zika.
#stopzika
Individual level
Join me in protecting Puerto Rico! We can take action
today and every day to protect ourselves, our family
and our communities from Zika. Watch the video and
learn how you can start taking action now. #stopzika
¡Unámonos para proteger a Puerto Rico! Juntos
podemos tomar acción hoy y todos los días para
protegernos y proteger a nuestra familia y a nuestra
comunidad del zika. Aprende con este vídeo cómo
puedes tomar acción ya. #stopzika
Community level
Add video PSA found
here:
http://detenelzika.org/
helpstopzika.org
15
Community level