To achieve our goal, we had to unite everyone in Colombia with a single feeling. This is how we accomplished something that seemed impossible:One day in August, while everyone in Colombia was watching soap operas, we turned each television set, and each Colombian network to black, pitch black. Something that had never happened before in the history of Colombian television (or elsewhere), and for two minutes only, we heard the voice of a man inviting viewers to think about the small things again, to find the value of friendship, silence, children. Yes, two entire minutes of no images, but time to reflect about life (like in the old days of radio but on television). At the end, a link www.lavidaesunaganancia.com (lifeisaprofit.com); nameless, brandless. (On the website visitors could create their story using their own pictures and the same voice from the TV spot).

230,000 visitors in less than one monthMore than 1,600 people used the audio to recreate a video of their own story.Earned media valued at US$201,690Thousands of Colombians living abroad in more than 123 countries visited the website, looking forward to reconnecting with their own country.