Cannes Lions

THE UN REGUGEE AGENCY

SAATCHI & SAATCHI COLOMBIA, Bogota / UNHCR / 2012

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Description

The day of his inauguration as president of Colombia, Juan Manuel Santos travelled to the Sierra Nevada de Santa Marta to meet with indigenous communities and promised them protection against the acts of violence that have forced their displacement.According to the National Indigenous Organization of Colombia (ONIC), 1,600 Indians have been killed between 2005 and 2010, 52,521 people belonging to indigenous cultures have been displaced. 35 indigenous communities in Colombia were in danger of extinction.Given the failure of the government and the silence of the media to this genocide, our challenge was to grab attention from the government, congress and courts to create laws that protect and prevent the extinction of these indigenous cultures.The strategy began with the visit of the indigenous communities to President Santos, offering him a sculpture representing the last pregnant woman belonging to one of 35 indigenous communities in extinction.Given the media attention, the government faced enormous pressure and in less than a month the bill NG1 633 of 2011 was released, "introducing measures to assist, care, repair and return land rights to victims belonging to indigenous people and communities."The Constitutional Court declared the protection of these communities from the armed conflict pronouncing them in danger of extinction. Exclusive villages were built for communities to return to their hometown.

Execution

To get the attention of the media and the public opinion, first, a sculpture representing a pregnant Indian woman belonging to one of 35 indigenous communities close to extinction was made and designed to be placed in front of the president's home at Bolivar Square.

This sculpture was made by master Carlos Jacanamijoy and, as intended, was placed on November 18 of 2011 at an event with thousands of indigenous people in Bolivar Square, centre of the executive, legislative and judicial branch. At the same time a campaign to generate opinion on social networks www.mipresente.org, was launched.Given the immense media attention and international debates on the various forums, universities, social networks and the public opinion around the risk of extinction of 35 indigenous communities, the government gave a quick and effective solution.

Outcome

In less than a month, this initiative successfully made the President of the Republic of Colombia and the Ministry of Interior approve the law NG1 633 of 2011, "introducing measures to assist, care, repair and return land rights to victims belonging to indigenous people and communities" The Constitutional Court ordered the Colombian government to protect the 35 indigenous communities of extermination by the armed conflict and declared them in danger of physical and cultural extinction.In addition, exclusive villages were built for communities to return to their hometown. The first to do so were 84 families of the Embera-Katio Jaijerazabi tribe. Currently other indigenous communities are entering these shelters. It is important to note that with these laws all the Colombian government and people agreed to defend, protect, monitor and preserve the ancient communities and save the cultural heritage of Colombia and the world.

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