Questioning the legitimacy of inequality with memes: the experience of Gatitos Contra la Desigualdad

This paper reflects on the experience of Gatitos Contra la Desigualdad in Latin America and Mexico, serving as a case study that examines the advantages of collaborations between academia and activism. It envisions potential forms of collaboration that could yield significant returns in generating social change. The paper’s aim is to reflect on the particularities of this project, which succeeded in influencing debates around issues of inequality in Mexico. I recount the factors that contributed to creating the project, including the strategies employed to organically grow a larger audience, the use of academia to foster greater trust among our followers, the alliances and collaborations with media outlets (several with national reach), as well as the important role of civil society allies for the project’s continued growth. The paper delves into the style of dissemination, which tends to be the most highly evaluated, frequently cited, and most striking feature of Gatitos Contra la Desigualdad. It also includes a reflection on both positive and negative experiences, as well as recommendations for anyone seeking to undertake a similar study.