The people's reaction was immediate! There were hundreds of calls to the station supporting the idea and even suggesting many more songs that should be intervened. In the end we were able to bring the National Police closer to the people and engage the audience in a way that helps us position the Police as an entity who is always there, even where you least expected it to be.

As part of the 'True Commitment' campaign, launched by the Colombian National Police, we aired a series of inserts during normal radio programming. These inserts were broadcast at very specific times during popular songs in Colombian culture. What these songs all have in common is the content of violence in their lyrics; what the audience never expected is that these songs were going to be suddenly intervened by the National Police.

Overall, many songs with violent content were intervened, and using different genres like pop, rock and even reggaeton, we were able to reach different audiences establishing the "true commitment" of the National Police and their constant presence in every place and situation.

Objective:

To show the "True commitment" of the Colombian National Police in everyday life events.

Audience:

The target audience is the complete population of the country, no matter if you are a victim or an aggressor. For our communication, it is essential that all people know that the National Police is committed to serve and to protect the population in any place and under any circumstance.

Insight:

The main insight is that violence has become part of our daily life to a point where we sometimes even dance to it while singing the violent content of the lyrics.

Relevance:

The audience was clearly surprised by the National Police's intervention on violent situations within these very popular songs.

The idea was so well accepted that people immediately started recognizing the violence within the songs they were hearing, and also started to suggest more songs that should be intervened.