Our study explores how social media can drive change by examining the #UbirajaraBelongstoBR movement on Twitter. This movement protested the illegal export of a dinosaur fossil from Brazil to Germany. By analysing nearly 40 000 tweets, we found that people worldwide – not just scientists – joined together online to challenge unethical practices in science. Our findings show that social media can mobilise diverse groups to influence policies and promote ethical standards in scientific research.