FARC Operation Christmas campaign

Juan Pablo García and Marialejandra Urbina, Lowe SSP3
Jane Dorsett and Mihir Warty, Lowe and Partners

This paper was first entered into the 2011 IPA Effectiveness Awards and a version of it has been reproduced here as an entry for the 2012 Warc Prize for Innovation with kind permission of the IPA.

Campaign details

Brand owner: Colombian Ministry of Defence
Agency: Lowe SSP3, Lowe and Partners
Brand: Colombian Ministry of Defence's Program of Humanitarian Attention to the Demobilised
Campaign duration: Up to 3 months
Country: Colombia
Media budget (USD): 300,000
Channels used: Outdoor, out-of-home, Television, Word of mouth and viral

Executive summary