National Ministry of Education: The Bulletpen

This case study explains how the Colombian Ministry of Education created a symbol for Colombia's move to peace, and the future possibilities it offered, following the end of the conflict with the country's FARC rebels.

Advertiser: National Ministry of EducationAgency: McCann ColombiaCountry: Colombia

Objectives

For more than 50 years, Colombia has been immersed in an endless war. In 2016, a peace treaty between FARC guerrilla and the government was underway. In the middle of the political debate, we needed the media, and the world to be on our side and start talking about the good things that would come with the peace.

Peace is the starting point to a developed and more educated society. But sometimes people just see peace as the absence of conflict. Clearing the road for a...

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