josé miguel sokoloff
intro’d to Jose and this incredible story here:
trees – lit up at night – if christmas can come to the jungle you can come home. demobilize.
331 guerrillas demobilized.
guerrillas are as much prisoners as those they hold hostage
we got charged to start a conversation.. we decided rather than us talking to them… we should get them to talk to each other.
recorded and radioed stories
then needed commander talking to commanders
one person shared – that fighting went down during christmas – so talk to the human being and not the soldier
being generous makes me/my men stronger
they said – christmas trees are great – but we don’t walk any more – we use rivers.. rivers are the highways of the jungle
so collected messages from river villages .. collected over 6000 messages… notes, candy, jewelry – sent in floating balls… generated a mobilization every 6 hrs
when the peace process started – the whole mindset changed… if there’s a peace process – this is probably going to get over and at some point i’ll get out.. so fears from – will i get killed to – am i going to be rejected – when i get out..
so – we found 27 mothers of guerrillas – messages… with pic as a child – before you were a guerrilla you were my child – so come home i’m waiting for you
then decided to work with society..
messages around the world cup – i’m saving this seat for you..
in 8 yrs – 17000 guerrillas have mobilized
if that is true (if we have influenced any of that) – advertising is still one of the most powerful tools of change that we have available..
We started work in 1996 and since then we dream of becoming one of the most creative agencies in the world.