Colombian Ministry of Defense: A message of peace

Lowe Counsel, Lowe & Partners

Background

For over 60 years Colombia has lived under the shadow of the largest and oldest insurgent group in the Americas: FARC.

Since 2002, the Colombian Government has striven to demobilize guerrillas and enable them to return to civilian life. However, against the backdrop of recently-started Peace Talks, the rate of demobilizations had fallen, down 38% in 2011. Consequently the demobilization programme set a target of 1,094 guerrillas in 2012.

Strategic objectives and solution

Military intelligence and guerrilla interviews were combined to identify key target groups with differing characteristics and attitudes to the Peace Process talks:

Campaign outcome