Group of Humanitarian Attention to the Demobilised: Rivers of Light
Juan Pablo Garcia, Marialejandra Urbina, Mihir Warty and Jane DorsettLowe-SSP3, Lowe Worldwide
Campaign details
Brand owner: Colombian Ministry of DefenceAgencies: Lowe-SSP3, Lowe WorldwideBrand: Group of Humanitarian Attention to the DemobilisedCountry: ColombiaIndustry: Government, social policy; The servicesMedia budget (USD): Up to $500kChannels used: Direct marketing, Events and experiential, Outdoor, out-of-home, Radio, Television
Executive summary
This paper is about Colombia's struggle against the world's oldest guerrilla group, Fuerzas Armadas Revolucionarias de Colombia, or FARC.
Lowe-SSP3 was asked to...