Socceroos fan Armani La Vella decided to get on social media and call for back up. His mission was simple: force the ACT government to reverse its decision on a World Cup live site.
"Canberra World Cup fans, I need your help," he said.
"Every football fan in Canberra wants to see another live event happen ... Social media is a powerful place, and this is how we're going to make it work."
It turns out La Vella was right about social media. His one-man crusade worked, and the public outrage that followed led to the government setting up a Garema Place watch party for a Socceroos blockbuster on Friday.
Initially, Canberra's only live site was at the University of Canberra Refectory, with plans to introduce a Civic live site if the Socceroos advance beyond the group stage of the tournament.
But after watching fans gather in their thousands in other cities, and with memories of the 2022 men's World Cup and the 2023 women's World Cup fresh in the mind, La Vella wanted more.
"As a Canberran, we're always seeing people from Sydney and Melbourne have all of these events on, bringing huge communities together," he said. "In the nation's capital, we just get skipped so often.
"[Social media] just started blowing up ... the next day, I posted another video, and from there it was all word of mouth.
His Instagram posts quickly went viral in Canberra, with his first video receiving more than 25,000 views.
He moved to get politicians and businesses on board, with some Civic businesses offering up deals for soccer fans on Friday at a time when they're struggling to get patrons into the city.
"The response from people within the government has been really solid, to be honest."
Following the Socceroo's loss to the US on Saturday, La Vella got a call from Sport Minister Yvette Berry. She told him that the Garema Place live site was coming back.
"The outdoor site will be live for Socceroos matches for the rest of the tournament, complementing the University of Canberra Refectory live site, which will remain open and available for fans who would prefer an indoor option," the government said in a statement.
Chief Minister Andrew Barr said "we ask fans to make a day of it and support the cafes, bars, restaurants and retailers that line Garema Place and the surrounding precinct".
That sentiment has been echoed by Canberra Socceroo Jason Geria, who called on schools across the capital and the country to tune into the World Cup clash against Paraguay.
Geria is a Weston Creek and Woden Valley junior who now plies his trade in Japan after making more than 200 A-League appearances during stints with the Melbourne Victory and Perth Glory.
So if any school teachers or bosses in Canberra were thinking twice about flicking a Socceroos game on during the day, why not give people a chance to watch an ACT product on the sport's biggest stage?
"Let them watch ... If they can wheel some TVs into classrooms ... I think they all have iPads anyway, so just chuck it on the iPad," Geria said.
"We love the support that we've seen so far at the fan sites around Australia, and the clips of people in their living rooms or with their friends and family, the pubs, it's been amazing.
"You know, 12pm on a Friday, I mean, doesn't get much better than that. If they can let their let their employees or let their students watch, I think that'll be amazing."
When La Vella spoke to local business owners, they expressed their excitement about the live site.
"Seeing my videos and the fact that it's gotten so big, [they're] super excited... even if it's people on their lunch break, getting a coffee or a drink."
The live site will first open for the Australia v Paraguay match at 12pm on Friday, as well as for future World Cup matches if the Socceroos advance.
La Vella chalks it up to the power of social media. "It's crazy," he said. "You wouldn't think that an Instagram post can just influence a government's decision."
Canberra soccer fans have started approaching La Vella on the street, asking "Are you the guy from Instagram?" and reaching out for a handshake or a fist bump.
"Everyone's excited about it," he said. "People really just want to get around a good atmosphere."
