Lowe SSP3 Use a Mother’s Message to Demobilize Guerrillas in Colombia

Since 2006, Lowe SSP3 has worked on a hugely successful and highly visible campaign to help de-mobilize guerillas in Colombia. These campaigns are credited with helping increase peace in the area, and, in addition, they have won a slew of honors including multiple Clio Awards, a D&AD Black Pencil, a Titanium Cannes Lion, a Jay Chiat Grand Prix for Strategic Excellence and an IPA Effectiveness Grand Prix.

The most recent campaign in the series for the Colombian Ministry of Defense is titled, “You are My Son” and is the follow up to the award-winning “Operation Christmas,” “Gifts of Freedom” and “Operation Bethlehem.” Again utilizing intelligence from the Ministry of Defense and the Colombian Army and Navy, “You are My Son” tells the true story of 31 mothers whose sons and daughters have either joined with or have been taken by FARC, against their will. The mothers were asked to bring photographs of their children to the shoot and to send a message to them to consider demobilization, reminding them that, ”before you were a guerrilla, you were my son.”

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