No child, regardless of race, social status or education, is prepared to fight a war. This is the core of the idea.

To prove it, the "Alias María" online trailer was created using footage from the actual casting process, where real children from different backgrounds find themselves trying to improvise around war situations, confused by military terminology and paralyzed by unfamiliar commands, leaving them defenseless and leading the audience to a harsh realization: this is exactly what 18.000 children are facing every day on the battlefields of Colombia.

One month before the movie launched, the video was released exclusively by top opinion leaders, main news sites, and select twitter influencers (this happened organically and with no media investment) As they shared it on their mainstream platforms and social networks along with the #masniñosmenosalias (#morechildrenlessalias) people and celebrities were moved by the images of the guerrilla casting to replicate it and demand freedom for recruited children as well as better opportunities those at risk of recruitment.

This gave way to a nationwide conversation, rekindling the issue of child recruitment at a massive scale and setting up the stage for the movie which had already become a national trending topic before it was even released.

The trailer was published and shared many times by the biggest media groups such as EL ESPECTADOR, SEMANA, EL TIEMPO, EL ESPACIO, RCN and EL PAIS on their main websites and social media platforms, and talked about on their TV channels and radio stations. This happened organically with no media investment.

2.500 tweets were made using the #masniñosmenosalias (#morechildrenlessalias) on the first 5 days of its release.

Some of colombia´s biggest influencers and celebrities shared the video along with the hashtag, to demand #morechildrenlessalias. This happened organically with no media investment.

The # became national trending topic many times, including the day before the movie launch.

45.000 people had seen the movie by january 2015, helping fund recruitment prevention programs for 1.000 children on high risk areas of Colombia and achieving endorsements from USAID, ACNUR and the OIM.