After 60 years of living in the midst of an armed conflict, the government of Colombia and the largest guerilla group, the FARC, decided to find peace through dialogue instead of war. The challenge for us was to find a symbol that would involve 47 million Colombians in the peace process. Our idea was to bring together some of our most influential countrymen, including Shakira, Falcao, and Juanes, so that they could invite all Colombians to participate by first BELIEVING that there can be peace. We wanted to acheive the impossible: for one day, to change the red of the Colombian flag, which represents the bloodshed of our history, to the White of peace. With this campaign, we got thousands of Colombians to download and print the new flag, yellow, blue, and white, to take a picture with it, and to post it on their social networks. This invitation to believe became the official voice of the peace effort, from Colombia’s president to Colombians living in or outside of the country, everyone showed their support with a single message: “Mi aporte es creer. Yo creo en la paz.” “I contribute by believing. I believe in peace.”

More than an advertising campaign, we created a cause. With the support of the three most influential Colombians, Shakira, Falcao, and Juanes, we managed to make millions of Colombians identify with, support, and spread the word about this cause, “Mi aporte es creer. Yo creo en la paz.” “I contribute by believing. I believe in peace.” This invitation to believe became the official voice of the peace effort, from Colombia’s president to Colombians living in or outside of the country.

Before this campaign, only 65% of Colombians believed that peace was possible through dialogue. Now, that percentage has risen to 75%. 1 million people marched on March 9th to demonstrate that they believe peace can be achieved through dialogue, all united under Colombian president Juan Manuel Santos, who chose to wear his “Mi aporte es creer” t-shirt that day.