Cannes Lions

HUMANITARIAN AWARENESS

LOWE-SSP3, Bogota / MINISTERIO DE DEFENSA NACIONAL / 2011

Presentation Image
1 of 0 items

Overview

Entries

Credits

OVERVIEW

Execution

Along a strategic guerilla route through the jungle, we chose a 25 metre tall tree to decorate with lights. When guerrillas approached the tree, movement sensors made it light up and a banner announced the following message:“IF CHRISTMAS CAN COME TO THE JUNGLE, YOU CAN COME HOME. DEMOBILISE. EVERYTHING IS POSSIBLE AT CHRISTMAS.”

Outcome

331 guerrillas who have demobilised acknowledged that they were motivated to finally give up their weapons thanks to this idea, that was replicated with 9 more trees. The Operation got so many people involved, that it was shown all over the world through videos, websites, social networks and blogs. Main local and international media networks like CNN and BBC broadcast it. This Operation showed a more humane and positive side of Colombia’s internal conflict.

Similar Campaigns

8 items

Basket

lg2, Quebec

Basket

2017, MINISTERE DE LA SANTE ET DES SERVICES SOCIAUX

(opens in a new tab)