Titanium > Titanium and Integrated
DDB COLOMBIA, Bogota / ARMED FORCES OF COLOMBIA / 2011
Awards:
Overview
Credits
CampaignDescription
We had to speak directly to our kidnapped men, without intervention from the Farc Guerillas. The only way to reach them was by radio. Along with the Colombian military, intelligence messages of combat were developed to boost morale with important information. These messages were written in Morse code, managed exclusively by the members of the Military Forces of Colombia. These codes were turned into MIDI language and incorporated directly into the chorus of the song.The song was aired on special radio programs made for relatives to talk to the kidnap victims on over 100 local radio stations nationwide.The message was received by our 16 kidnapped men and through word of mouth it was communicated to all the other captives.We were given this information about the message being received by two liberated captives from the Armed Forces, whose names and ranks we are unable to disclose.
Effectiveness
They found the only way to talk directly to the kidnapped men for the first time in more than 12 years. Taking away the power of information from the guerilla and giving it back to the kidnapped men was a major achievement. This was a moment of pride for the Armed Forces, and a strong message of HOPE AND STRENGTH FOR THE KIDNAPPED MEN.
Implementation
- The 16 captives haven't known anything about the real world for more than 12 years.- The freed men told us the only means of information for the captives is the radio.- The armed forces need to speak directly to their men.- Inteligencia Militar intervened.- Messages of combat were created to boost morale written in Morse code.- They were turned into MIDI language and incorporated directly in the chorus.- The song was aired on more than 100 radio stations.- It was listened to by more than 3 million Colombians.- For everyone it was just a song, for our 16 kidnapped men, a message of HOPE was received and passed on.
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