It started on celebrity Instagram. In three days it expanded until it forced the global media to report on it. It didn't before, because fires like this happen

It started on celebrity Instagram. In three days it expanded until it forced the global media to report on it. It didn't before, because fires like this happen every year, so it was considered just ordinary fact. I saw some Instagram posts which suggest that some big influencers were DMed with the story from local activists, and then influencers started copying eachother and spreading it further. I think it's the first time a thing started on Instagram became G7 agenda.