Colombian Ministry of Defence: Gifts of Freedom

For the fifth consecutive year the Ministry of Defense via Lowe/ SSP3 Bogota launches its campaign for guerrilla's demobilization at Christmas time In recent years thousands of Colombian guerrillas have demobilized and returned to civilian life as productive members to society. In doing so, these people have given themselves the chance of a new life.That is in fact the subject for the disarmament and demobilization campaign this year by Humanitarian Attention to the Demobilized Group (GAHD) of the Ministry of National Defense.

"Gifts of Freedom" is a campaign created to show the reality of those who choose to lay down arms and get reunited with their families at Christmas time. It is an invitation to reflection and the pursuit of a better tomorrow, by showing testimonies of those who took the decision and gave themselves the opportunity of having a new life. It is an initiative that invites to demobilization during the Christmas party.

The strategy began in 2010, and after five years, people can still remember its powerful messages, its innovative ads and the curious way to reach those guerrillas who inhabit the Colombian forests and villages.

These campaigns were developed by advertising agency Lowe-SSP3, which is considered the number one agency in For Good campaigns around the world according to The Good Report. On the list are "Operation Christmas", "Operation Rivers of Light", "Operation Bethlehem" and "You are my son", and this year "Gifts of Freedom" joins the list with advertising pieces that tell stories starring real demobilized, who showed which were the first gifts they gave themselves when demobilizing in the most familiar season.

During four years of campaigning, more than nine hundred guerrillas have demobilized at Christmas, joining the figure of more than 20,000 who have left the ranks of the insurgent groups in 12 years of program.

This is certainly one of the most expected campaigns of the year, because Ministry of Defense is considered nowadays the second best advertiser in Public Good campaigns around the world and its Christmas advertising strategies have received more than 120 awards in main advertising festivals of the world for its high creative level and social impact.