Miami Beach Is Breaking Up With Spring Break

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Overview

Miami Beach Is Breaking Up With Spring Break refers to a campaign called "Spring Break Breakup" promoted by the city of Miami Beach in March 2024. The video promoting the campaign went viral on social media, sparking discussions about spring break violence and the impact of the ad on the local economy. Memes and jokes about the campaign have also been shared on Twitter / X and TikTok.

Background

On March 1st, 2024, the City of Miami Beach's official YouTube^[1] account posted a video titled "Miami Beach Is Breaking Up With Spring Break." The campaign (shown below) describes a series of month-long security measures implementations aimed at curbing the chaos, including parking restrictions for non-residents and closing cafes on the main drag on busy weekends. The video amassed more than 45,000 views and 521 likes in five days.

Online Reactions

Online, the campaign sparked discussions and memes. For example, on March 4th, 2024, X^[2] user @nomorelibs4ever posted an image of GigaChad wearing a flower-stamped shirt paired with the caption "Me, giving the parking attendant a crisp $100 bill knowing that I am safe on spring break." The post (shown below, left) amassed roughly 838 likes and 24 retweets in a day.

On March 5th, 2024, X^[3] user @extradeadjcb retweeted the City of Miami Beach's campaign video, saying it seems weird the city trying to avoid the spring break while there "must have massive economic incentives to encourage tourism." The post (shown below, right) amassed more than 896 likes and 34 retweets in a few hours.

restraint maximalist @nomorelibs4ever. Follow Me, giving the parking attendant a crisp $100 bill knowing that I am safe on spring break LIVE LOVE TRAVEL 1:14 PM Mar 4, 2024 Jerla Ⓡ

Bennett's Phylactery @extradeadjcb Follow that's weird it seems like miami beach must have massive economic incentives to encourage tourism why would they do this City of Miami Beach @Miami BeachNews Hey Spring Break, we're over. #Spring BreakUp miamibeachfl.gov/breakup SPRING BREAK 12:54 AM. Mar 5, 2024 Miami Beach X Spring Break, over.

TikTokers have also commented on the Miami Beach campaign. For example, on March 4th, 2024, TikTok^[4] user @beccagtv shared her thoughts about the anti-spring break campaign (shown below, left), amassing more than 192,000 plays and 16,400 likes in a day. On the same day, TikTok^[5] user @bryanthediamond also shared a video with his opinion about the "Breaking Up With Spring Break" commercial. The post (shown below, right) garnered over 1.9 million plays and 347,000 likes in a day.

@beccagtv Miami Beach is enforcing a ton of new rules for the month of March! If you’re planning spring break you NEED to read their website! #miami #florida #springbreak #spring #college #foryou #miamibeach ♬ Aesthetic – Tollan Kim