We discovered that the violence problem in Colombia is linked directly with intolerance in day-to-day situations, such as taking public transportation or an argument about politics. But it’s also proven scientifically that taking a deep breath lowers cortisol rates and thus stress or rage at the same time, helping people to control violent impulses.

The campaign adopted this fact to tell people that peace is as simple as breathing.

The campaign translated all this peace into a nasal stripe that became its symbol and with some simple breathing exercises, people started to adopt a new daily habit. We brought our peace message to every corner of the country, to every person, no matter where they were.

By the end of the national communication campaign, 59% of Colombians, showed more awareness on the way to work for a sustainable peace and reconciliation culture.

This campaign generated a Free-Press ROI of USD $1.452.731.

60% of women and young people from the Nariño and North of Santander regions (the two regions that had suffered the worst part of the conflict) showed positive attitudes and interest towards engaging in community activities for a peaceful coexistence and including former illegal armed groups members, to their society.