Group of Humanitarian Attention to the Demobilised: Rivers of Light

Juan Pablo Garcia, Marialejandra Urbina, Mihir Warty and Jane Dorsett
Lowe-SSP3, Lowe Worldwide

Campaign details

Brand owner: Colombian Ministry of Defence
Agencies: Lowe-SSP3, Lowe Worldwide
Brand: Group of Humanitarian Attention to the Demobilised
Country: Colombia
Industry: Government, social policy; The services
Media budget (USD): Up to $500k
Channels 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 create an idea to demobilise FARC guerrillas - a significant challenge as those who demobilise face a life-long death sentence for desertion.