Cannes Lions

THE WHITE PEACE BOOK

LOWE-SSP3, Bogota / UNILEVER / 2015

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Overview

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OVERVIEW

Description

In 2012, the Colombian Government and the FARC Guerrilla established peace talks in Cuba, with the purpose of finishing a war of 60 years, and negotiate a definitive peace for the country.

Some Colombians think that they will finally sign the peace agreement, but many others are totally skeptical… especially young people.

They think that peace is just a political problem and also that the opinions they have, are not being listened there. That’s why they have no interest to participate in it.

Execution

A book that started completely empty, without a single letter, but wrote itself down from colleges, parks, events and digital media, with opinions, thoughts and ideas about peace of around more than 20.000 young people.

Outcome

In just the first two months, the book had already 174 pages

It became a trending topic during its launch day

It had 3.3 million impressions on the web

250 journalists around the world commented it

And 20 million people were touched by the White Peace Book. This means half of Colombia’s entire population.

But the most important fact we accomplished is that the book reached the peace talks table at Cuba, by the hands of the Colombian president himself.

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