For over 50 bloody years, Colombians have lived at either end of a gun. In 2016, a hopeful peace agreement was signed with the FARC, but other groups continued the guerrilla warfare, and gunfire remains a dramatic presence in everyday Colombia, taking lives every year because of this armed conflict.

Hope now lies in a younger generation. One that is not afraid to get involved in social problems, that raises its voice even when others look away in resignation. So, we decided to send a powerful message in a place where this audience spends a lot of their time and where it would resonate the most: a livestreaming eSports event. We wanted to prove that this generation understands its role in Colombia’s future and aspires to make change, by engaging and inspiring them to help achieve peace in Colombia.

We wanted to demonstrate that younger generations understand their role in Colombia’s future history, and that they aspire to make change. And also to prove that violent videogames don’t make violent people. That’s why we supported this peaceful message in a place where this audience spends a lot of their time: a livestreaming eSports event.

And the best way to do it was for two Colombian teams to agree to a ceasefire in the most important Latin American tournament of Counter Strike: the FlowFiReLEAGUE.

Demonstrate that younger generations understand their role in Colombia’s future history and aspire to make change, and that they are not afraid to get involved in social problems and raise their voice, even when older generations don’t think they are qualified to do so. In this case, they want peace for their country. So, we decided to send a powerful message in a place where it would resonate the most for this audience: online gaming. The media: Not traditional broadcast, but a real, livestreaming eSports event.

And there was no better place to send a peace message for Colombia than the FlowFiReLEAGUE, the biggest Counter Strike League in Latin America.

In FlowFiReLEAGUE, the biggest Counter Strike League in Latin America, two rival Colombian teams agreed to a ceasefire for the first time in a live tournament,

proving that competing is not the only thing they care about and that gunfire and bombs belong to Counter Strike, not on the streets of Colombia.

This event took place on October 19, 2020, match day 22 of the tournament between the Colombian teams Loto Gaming and Cattleya Gaming, both teams from Medellín, one of the country’s areas most affected by the armed conflicts between the guerrillas and the government.

The message reached the intended audience and, in 24 hours, got more than 11.000.000 social impressions, and more than 19.000 comments with 100% positive sentiment. Reactions showed that younger generations want a better future for their country.

Twitter and Instagram accounts gathered 11M impression in less than 24 hours, generating 100% positive sentiment and more than 19K comments on Twitch chat. After 10 days on the FlowFiReLEAGUE Twitch account: 25% increase in league followers, 98% increase in views gained and 99% increase in hours watched

With the globalized reach potential of the eSports and gaming industries, and the reputation of Counter Strike (a 20-year-plus history of being one of the most famous eSports), this work was made based on the concept of empowerment of a young Latin generation, giving them the opportunity to demonstrate their potential and, in this case, their effect on social issues and conflicts, while proving their ability to reach a global audience. Afterwards, mainstream and eSports specialized media shared the case through more than 1,500 articles in the region and offered their own reviews and articles about the action.