Group of Humanitarian Attention to the Demobilised: Rivers of Light
Juan Pablo Garcia, Marialejandra Urbina, Mihir Warty and Jane Dorsett
Lowe-SSP3, Lowe Worldwide
Brand owner: Colombian Ministry of Defence
Agencies: Lowe-SSP3, Lowe Worldwide
Brand: Group of Humanitarian Attention to the Demobilised
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
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.