[Music]
this photograph has some weeks
it is only the moment when the
UN delegates received in the last
load the last shipment of weapons that
delivered the farc putting an end to a
internal conflict that lasted more than 50
years and left millions of victims in my
country colombia the very different effort
but very important of each of the
last three presidents was necessary
to get to cap
but without a doubt having put an end to
This conflict was possible thanks to the
extraordinary armed forces of
Colombia one of the most professional
of the world today that they reduced to the
guerrilla until not leaving him more option
that negotiate peace
however the army itself
the national government and the same
guerrillas recognize that there was another weapon
less known but equally
fundamental to have achieved the
total demobilization of the farc
I mean the campaigns with pride
that from our agency in Bogota
we develop as part of this
military strategy as something so
ineffable may have happened
started more than ten years ago when
being in my office received a
call of the defense ministry
imagine yourself in Colombia and
paranoid today before I thought I would have
fact that they are looking for me but first
what I imagined
Fortunately, what I was looking for was
a date with sergio jaramillo
Deputy Minister of Defense at that time
who I did not know who came to me
office and he asked me a direct question
I will never forget he asked
you believe that advertising could
help mobilize guerrillas
I answered yes more on instinct than
being aware of the dimension of
commitment that I was making but I had
the lucidity of asking for three commitments
what we needed him to do to make
our work well
The first one was that it will guarantee us
the continuity continuity because the
Advertising campaigns need time
to meet your goals and this challenge
it was huge immense and we are going to travel the
I walk with them shoulder to shoulder
the second was to know the product
understand exactly how the
humanitarian aid program
demobilized to be coherent in the
messages that we were going to pass and the third
was to have access to the audience
We wanted to get into his head to understand
what were his feelings his
thoughts your beliefs your fears
but how to access an audience that does not
they have mobilized with we came with
Jaramillo then in interviewing some
few demobilized that were already part of
of the program and despite the natural
resistance that they had to
Principle in divulging information
privileged
it was so much what we learned from those
conversations that this kind of
interviews became a ritual
for us that point forward every
Once a guerrilla fighter demobilized
we did not have new information
about what was happening inside the
guerrilla
maybe the first information
important thing that we knew was that
guerrillas had mostly been
recruited when they were teenagers almost
children were mostly children of
farmers without greater access to
education they saw how these groups of
characters with campaign suits drops
rifle on shoulder
from time to time they were hanging around and
people seemed to like having them much
respect
this obviously generates admiration for
way that is not surprising that
when the guerrilla leaders
they approached their parents to tell them that
they were going to take their little girl or boy
above which was not a question
father and son properly understood and
they accepted it as if it were their destiny
another thing we learned
over time he showed himself more and more is
that while the guerrilla leaders
They were protected in Venezuela
program before ecuador
these children were lying to their fate
in the middle of the jungle over 50 by
hundred of the territory of colombia of
Amazon rainforest
in fact that was the reason and the
justification that was given for decades
for failing to capture the guerrillas
it was said that it was impossible to follow his
Jungle trail then the strategy
military change the army knew where
there were the guerrilla settlements
but I knew very well that the
guerrilla had peremptory order of
kill the kidnapped the younger
attempt of a rescue that there were hundreds
of kidnapped therefore the order
was to surround the settlements
guerrillas without going to attack them
but isolated from the outside world
the flow of food clothes medicine
etc
began to fall and the morale of the guerrillas
he came to the floor
that reality brings us a thought
that I all our ypf actions
for the former guerrilla or razo was so
kidnapped as the hostage itself was
caring for the best without even knowing
why we decided to start talking to your
heart
instead of your head and treat them like
human beings who are and not like
enemies without a face but how to get them
to audiences that do not hear television
not on television today on radio do not have
access to the newspaper
let me tell you that creativity
overflowing the obstacles the ideas that
I’m going to tell you they seem more operations
military them advertising
the first of which arises when in
the christmas of 2010
they ask us to campaign using
that young people are very depressed by
not
come and be with their families at Christmas
Christmas in Colombia is a time when
it’s a single party that they think mid
November went well into the
January , the campaign needs to touch their
heart
the guys from the agency who are
great guys came out with an idea that only
I needed two helicopter gunships and
two special commands of the forces
of the army to become a reality
this operation was totally filmed and
documented and started with the preparation
of the ammunition in the own bases
military
the day agreed at dawn the
guys and the army boarded the two
helicopters flew directly up
the area with the highest concentration of
guerrilla
despite the danger they descended
guarded by the army and with the
Army help also started the
operation thousands of meters of cable hbo
lights surrounded nine trees in the jungle
to those who were finally put
some motion detectors when in
the nights clandestinely the guerrilla
he was trying to make his
displacements
suddenly they disappeared 30 trees
meters high that unveiled the message
if Christmas can reach the
jungle
You can get to your house like this
how we carry Christmas to the jungle
but more important than that this campaign
it was a breaking point because it showed
that emotion is much more powerful than
the rational messages for
demobilize guerrillas
In fact more than 300 guerrillas
demobilized with this campaign if in
more than a year before and so that
get an idea 350 guerrillas could
be 5 percent of the total of the
guerrilla at that time for mid-year
2011 colombia would be the seat of the cup
sub 20 world that would have copa america
that meant that all the stars
of national football would be reunited
we all knew that the guerrilla if something
it was not lost in football
then we ask these players to
them were
will invite the guerrillas to
demobilize they sent them their
message with your autograph but not in a
paper but in soccer balls that
they had a sticker that said
demobilize and these balls were
approached in helicopters and they were
thrown over the areas of
guerrilla concentration
in the same way as a few days before
bombs were thrown more than 500
guerrillas reacted ostriches
mobilize and we begin to notice that
had greater confidence in the program and
in the military
in fact they were guerrillas
demobilized who told us that the
next Christmas
the guerrillas were not going to mobilize
walking did not want to meet
in the trees we will be navigating
by the rivers
then we turn to the station of the
army so that in the populations
near the settlement areas
guerrilla will invite the population
among those who presumed knew friends
familiar relatives of the guerrilla
so that they were the ones
they invited to demobilize in a way
touching not only sent the
notes sent from chocolate bars
up chains that he removed or us
they delivered and that we put in
some acrylic spheres that we had
made for the purpose and that once
together were more than 7,000 we addressed in
gunboats and we went by
all the rivers sowing in the waters
again at night the spheres
they had a light mechanism that illuminates
or and when the guerrilla
began to move had to go through
true rivers of light
the result of this action was a
average 6 demobilized per hour and one
increase of 10 percent in the
minors
these particular groups the children the
men women we analyze each
one on the part of the woman’s role in
the guerrillas were really relevant the
women were the specialists within
The guerrilla
they were the ones who handled, of course, the
subject of medicine communications
even the explosives
that’s why it was so serious for the guerrillas
that women will be demobilized
We had noticed that every woman
mobilized the first thing he did was
try to put on some makeup
and we deduce want to feel again
woman is something that inside the
guerrillas can not do then
we disguise messages in magazines
feminine warnings that from far to
simple view looked like a cream notice
moisturizer or a notice of a lipstick but
whose text were direct messages
inviting disappointment and even giving
instructions on how they could do it
this action achieved an impressive success
of more than 50 percent growth
in women who defect
I do not know how many of you have seen
lost the television series but when
I saw her I confess that I knew what will be
our next move and I got to
the office to ask the kids to
somehow they made the jungle speak
but as important as the medium was the
message
we knew that within the guerrilla
they are totally discrediting the
program they said it was not true that
protect demobilized that what
tortured and made him live in
subhuman conditions
we convinced some demobilized
emblematic among those who were martyred
shadow one of the founders of the farc
ocarina one its leaders more
characterized to record the
messages with reality
they will invite their comrades to
demobilize
it’s just that the messages are not
transmitted by radio but from
helicopters
thanks to a speaker who had five
miles of reach was literally
the jungle or the sky the voice of god yes
they want to invite people to
mobilized achieved almost 200
demobilized in a new month
testimonies of two demobilized us
They gave a guide of where to follow
one of them told how when they were
with
The only thing he could think about was his
mom and the other told us that the decision
to demobilize had taken the day
in that after not seeing his mother by
years the troop that was part of
passing right in front of his house and he
asked permission to say hello was denied
we understood then that for the
guerrilla just as for any being
human
mom make them be more precious and with the
help from the program we convinced some
mothers of guerrillas are active
that they give us something that only their children
they could recognize photos of themselves
when they were kids
with those photos we print posters in
what were the mothers themselves in the
who were mothers themselves that the
they invited the mobilization saying
remembering them before being a guerrilla
It was my son
those posters replaced by all the
guerrilla zone of influence
the wanted posters and almost 300 moms
they had the happiness of receiving again
their children
this Christmas we were working on
full march when a news item on the
television did not surprise in the middle of the
negotiations of the Havana guerrilla
I asked the national government how
shows goodwill
stop the campaigns we had to stop
after ten years of work
uninterrupted more than 400 campaigns that
had achieved in the accumulated 10 years
about 18 thousand demobilized according to the
official figures
shortly after the peace agreement was signed
that surely some of you now
has polarized the country because there
who think that much was given to the
guerrilla
I do not want to go into politics here but
yes I want to tell you that from our
point of view having saved only one
life would have been enough to make
this work and what results
irrefutable is that more than 3,800 dead
Colombia has been saved in the past
20 months for having stopped the conflict
those injured in combat assisted in the
military hospital in bogotá
they dropped an average of 400 per year
yet
and new life bloom literally it
have found about 90 new
species in areas where before
the machine gun noises
bombs exploding more than 25 countries we
have asked to share with them this
experience but more important than that
some as granda are already
implementing to solve the
conflicts that they have internally
all this work is due to a group
wonderful of incredible human beings
of the armed forces the ministry of
defense and from our agency
and to the support of saying it the minister of
defender juan carlos finch changed us the
lifetime
definitely you can
wonder what we are doing now
that the war is over
we are trying to heal a society
that was terribly traumatized that
I want to tell you an experiment so much
what we have just done with the ministry
We gave several children toys with
instructions to make armed and
timed the time it took them
do it after we gave them an element a
little more complex weapons without assembling
we did the same
sadly not one of the children is
delay and a quarter of what is
has delayed in marmato toys in
assemble the weapons and this deserves a
reflection the children learn from what
come and we’ve been 50 years
violence
showing of the violence the children do not
it will be easy to win of course that
society and it may take a long time
many years but we are optimistic
the truth the work with the
demobilization touched our hearts to
all and he taught us particularly to the
advertisers that advertising can
be used for good causes to do
a better world
he also left us some others
learnings in the way I want
share with you the first of which
I already talked is that creativity is
shoot by tons
in the face of difficulties, that’s why sometimes
it’s just
necessary is not only valid if it is not
indispensable to think the impossible
we now instead of saying no
can you tell us all the time and as if
as if it could be because we understand that
things even the ineffable do not happen
alone all things depend on that
we make it happen thank you very much
[Applause]
[Music]
me
this photograph has some weeks
it is only the moment when the
UN delegates received in the last
load the last shipment of weapons that
delivered the farc putting an end to a
internal conflict that lasted more than 50
years and left millions of victims in my
country colombia the very different effort
but very important of each of the
last three presidents was necessary
to get to cap
but without a doubt having put an end to
This conflict was possible thanks to the
extraordinary armed forces of
Colombia one of the most professional
of the world today that they reduced to the
guerrilla until not leaving him more option
that negotiate peace
however the army itself
the national government and the same
guerrillas recognize that there was another weapon
less known but equally
fundamental to have achieved the
total demobilization of the farc
I mean the campaigns with pride
that from our agency in Bogota
we develop as part of this
military strategy as something so
ineffable may have happened
started more than ten years ago when
being in my office received a
call of the defense ministry
imagine yourself in Colombia and
paranoid today before I thought I would have
fact that they are looking for me but first
what I imagined
Fortunately, what I was looking for was
a date with sergio jaramillo
Deputy Minister of Defense at that time
who I did not know who came to me
office and he asked me a direct question
I will never forget he asked
you believe that advertising could
help mobilize guerrillas
I answered yes more on instinct than
being aware of the dimension of
commitment that I was making but I had
the lucidity of asking for three commitments
what we needed him to do to make
our work well
The first one was that it will guarantee us
the continuity continuity because the
Advertising campaigns need time
to meet your goals and this challenge
it was huge immense and we are going to travel the
I walk with them shoulder to shoulder
the second was to know the product
understand exactly how the
humanitarian aid program
demobilized to be coherent in the
messages that we were going to pass and the third
was to have access to the audience
We wanted to get into his head to understand
what were his feelings his
thoughts your beliefs your fears
but how to access an audience that does not
they have mobilized with we came with
Jaramillo then in interviewing some
few demobilized that were already part of
of the program and despite the natural
resistance that they had to
Principle in divulging information
privileged
it was so much what we learned from those
conversations that this kind of
interviews became a ritual
for us that point forward every
Once a guerrilla fighter demobilized
we did not have new information
about what was happening inside the
guerrilla
maybe the first information
important thing that we knew was that
guerrillas had mostly been
recruited when they were teenagers almost
children were mostly children of
farmers without greater access to
education they saw how these groups of
characters with campaign suits drops
rifle on shoulder
from time to time they were hanging around and
people seemed to like having them much
respect
this obviously generates admiration for
way that is not surprising that
when the guerrilla leaders
they approached their parents to tell them that
they were going to take their little girl or boy
above which was not a question
father and son properly understood and
they accepted it as if it were their destiny
another thing we learned
over time he showed himself more and more is
that while the guerrilla leaders
They were protected in Venezuela
program before ecuador
these children were lying to their fate
in the middle of the jungle over 50 by
hundred of the territory of colombia of
Amazon rainforest
in fact that was the reason and the
justification that was given for decades
for failing to capture the guerrillas
it was said that it was impossible to follow his
Jungle trail then the strategy
military change the army knew where
there were the guerrilla settlements
but I knew very well that the
guerrilla had peremptory order of
kill the kidnapped the younger
attempt of a rescue that there were hundreds
of kidnapped therefore the order
was to surround the settlements
guerrillas without going to attack them
but isolated from the outside world
the flow of food clothes medicine
etc
began to fall and the morale of the guerrillas
he came to the floor
that reality brings us a thought
that I all our ypf actions
for the former guerrilla or razo was so
kidnapped as the hostage itself was
caring for the best without even knowing
why we decided to start talking to your
heart
instead of your head and treat them like
human beings who are and not like
enemies without a face but how to get them
to audiences that do not hear television
not on television today on radio do not have
access to the newspaper
let me tell you that creativity
overflowing the obstacles the ideas that
I’m going to tell you they seem more operations
military them advertising
the first of which arises when in
the christmas of 2010
they ask us to campaign using
that young people are very depressed by
not
come and be with their families at Christmas
Christmas in Colombia is a time when
it’s a single party that they think mid
November went well into the
January , the campaign needs to touch their
heart
the guys from the agency who are
great guys came out with an idea that only
I needed two helicopter gunships and
two special commands of the forces
of the army to become a reality
this operation was totally filmed and
documented and started with the preparation
of the ammunition in the own bases
military
the day agreed at dawn the
guys and the army boarded the two
helicopters flew directly up
the area with the highest concentration of
guerrilla
despite the danger they descended
guarded by the army and with the
Army help also started the
operation thousands of meters of cable hbo
lights surrounded nine trees in the jungle
to those who were finally put
some motion detectors when in
the nights clandestinely the guerrilla
he was trying to make his
displacements
suddenly they disappeared 30 trees
meters high that unveiled the message
if Christmas can reach the
jungle
You can get to your house like this
how we carry Christmas to the jungle
but more important than that this campaign
it was a breaking point because it showed
that emotion is much more powerful than
the rational messages for
demobilize guerrillas
In fact more than 300 guerrillas
demobilized with this campaign if in
more than a year before and so that
get an idea 350 guerrillas could
be 5 percent of the total of the
guerrilla at that time for mid-year
2011 colombia would be the seat of the cup
sub 20 world that would have copa america
that meant that all the stars
of national football would be reunited
we all knew that the guerrilla if something
it was not lost in football
then we ask these players to
them were
will invite the guerrillas to
demobilize they sent them their
message with your autograph but not in a
paper but in soccer balls that
they had a sticker that said
demobilize and these balls were
approached in helicopters and they were
thrown over the areas of
guerrilla concentration
in the same way as a few days before
bombs were thrown more than 500
guerrillas reacted ostriches
mobilize and we begin to notice that
had greater confidence in the program and
in the military
in fact they were guerrillas
demobilized who told us that the
next Christmas
the guerrillas were not going to mobilize
walking did not want to meet
in the trees we will be navigating
by the rivers
then we turn to the station of the
army so that in the populations
near the settlement areas
guerrilla will invite the population
among those who presumed knew friends
familiar relatives of the guerrilla
so that they were the ones
they invited to demobilize in a way
touching not only sent the
notes sent from chocolate bars
up chains that he removed or us
they delivered and that we put in
some acrylic spheres that we had
made for the purpose and that once
together were more than 7,000 we addressed in
gunboats and we went by
all the rivers sowing in the waters
again at night the spheres
they had a light mechanism that illuminates
or and when the guerrilla
began to move had to go through
true rivers of light
the result of this action was a
average 6 demobilized per hour and one
increase of 10 percent in the
minors
these particular groups the children the
men women we analyze each
one on the part of the woman’s role in
the guerrillas were really relevant the
women were the specialists within
The guerrilla
they were the ones who handled, of course, the
subject of medicine communications
even the explosives
that’s why it was so serious for the guerrillas
that women will be demobilized
We had noticed that every woman
mobilized the first thing he did was
try to put on some makeup
and we deduce want to feel again
woman is something that inside the
guerrillas can not do then
we disguise messages in magazines
feminine warnings that from far to
simple view looked like a cream notice
moisturizer or a notice of a lipstick but
whose text were direct messages
inviting disappointment and even giving
instructions on how they could do it
this action achieved an impressive success
of more than 50 percent growth
in women who defect
I do not know how many of you have seen
lost the television series but when
I saw her I confess that I knew what will be
our next move and I got to
the office to ask the kids to
somehow they made the jungle speak
but as important as the medium was the
message
we knew that within the guerrilla
they are totally discrediting the
program they said it was not true that
protect demobilized that what
tortured and made him live in
subhuman conditions
we convinced some demobilized
emblematic among those who were martyred
shadow one of the founders of the farc
ocarina one its leaders more
characterized to record the
messages with reality
they will invite their comrades to
demobilize
it’s just that the messages are not
transmitted by radio but from
helicopters
thanks to a speaker who had five
miles of reach was literally
the jungle or the sky the voice of god yes
they want to invite people to
mobilized achieved almost 200
demobilized in a new month
testimonies of two demobilized us
They gave a guide of where to follow
one of them told how when they were
with
The only thing he could think about was his
mom and the other told us that the decision
to demobilize had taken the day
in that after not seeing his mother by
years the troop that was part of
passing right in front of his house and he
asked permission to say hello was denied
we understood then that for the
guerrilla just as for any being
human
mom make them be more precious and with the
help from the program we convinced some
mothers of guerrillas are active
that they give us something that only their children
they could recognize photos of themselves
when they were kids
with those photos we print posters in
what were the mothers themselves in the
who were mothers themselves that the
they invited the mobilization saying
remembering them before being a guerrilla
It was my son
those posters replaced by all the
guerrilla zone of influence
the wanted posters and almost 300 moms
they had the happiness of receiving again
their children
this Christmas we were working on
full march when a news item on the
television did not surprise in the middle of the
negotiations of the Havana guerrilla
I asked the national government how
shows goodwill
stop the campaigns we had to stop
after ten years of work
uninterrupted more than 400 campaigns that
had achieved in the accumulated 10 years
about 18 thousand demobilized according to the
official figures
shortly after the peace agreement was signed
that surely some of you now
has polarized the country because there
who think that much was given to the
guerrilla
I do not want to go into politics here but
yes I want to tell you that from our
point of view having saved only one
life would have been enough to make
this work and what results
irrefutable is that more than 3,800 dead
Colombia has been saved in the past
20 months for having stopped the conflict
those injured in combat assisted in the
military hospital in bogotá
they dropped an average of 400 per year
yet
and new life bloom literally it
have found about 90 new
species in areas where before
the machine gun noises
bombs exploding more than 25 countries we
have asked to share with them this
experience but more important than that
some as granda are already
implementing to solve the
conflicts that they have internally
all this work is due to a group
wonderful of incredible human beings
of the armed forces the ministry of
defense and from our agency
and to the support of saying it the minister of
defender juan carlos finch changed us the
lifetime
definitely you can
wonder what we are doing now
that the war is over
we are trying to heal a society
that was terribly traumatized that
I want to tell you an experiment so much
what we have just done with the ministry
We gave several children toys with
instructions to make armed and
timed the time it took them
do it after we gave them an element a
little more complex weapons without assembling
we did the same
sadly not one of the children is
delay and a quarter of what is
has delayed in marmato toys in
assemble the weapons and this deserves a
reflection the children learn from what
come and we’ve been 50 years
violence
showing of the violence the children do not
it will be easy to win of course that
society and it may take a long time
many years but we are optimistic
the truth the work with the
demobilization touched our hearts to
all and he taught us particularly to the
advertisers that advertising can
be used for good causes to do
a better world
he also left us some others
learnings in the way I want
share with you the first of which
I already talked is that creativity is
shoot by tons
in the face of difficulties, that’s why sometimes
it’s just
necessary is not only valid if it is not
indispensable to think the impossible
we now instead of saying no
can you tell us all the time and as if
as if it could be because we understand that
things even the ineffable do not happen
alone all things depend on that
we make it happen thank you very much
[Applause]
[Music]
me
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