An advertising campaign that has managed to reduce the number of FARC terrorists by appealing to their sense of humanity was last night (1st November) awarded the Grand Prix at the prestigious IPA Effectiveness Awards, the world's most rigorous competition that rewards campaigns that have proved the commercial power of their ideas and demonstrated their marketing payback.
The highly effective 'FARC Operation Christmas' campaign for the Colombian Ministry of Defence, created by international advertising agency Lowe-SSP3, reduced the number of Fuerzas Armadas Revolucionarias de Colombia (FARC) rebels, who commit acts of terrorism on average once every three days, by appealing to their humanity. This was achieved following insight that revealed Christmas was the most sensitive period for these Colombian guerrillas.
Consequently 'Operation Christmas' was created; two anti-guerrilla contingents and two Black Hawk helicopters travelled into the depths of the Colombian jungle to cover trees with 2,000 LED lights, alongside banners exhorting the guerrillas to lay down their arms.
As a result of the campaign 331 FARC members were encouraged to demobilise and re-enter society. The year-on-year reduction in guerrilla numbers is estimated to return over £2.3m to Colombian government through tax receipts, a £11.35 ROMI, and the benefits to Colombian society and economy through a reduction in FARC's illegal 'fundraising' is estimated to be £1m in the first year.
The success of the operation also led to a TV commercial being produced showcasing the activity, which was broadcast on primetime television during Christmas (watch: http://www.youtube.com/watch?v=MJURMgchorQ) which created widespread international and national media coverage, as well as mass web and social media coverage.
Says Lord Black of Brentwood, Executive Director, Telegraph Media Group and Chairman of Judges for the Awards: "The judges were all in agreement that this case was something special. The profound insight and creative execution should be hailed as an inspiration for the industry. This campaign is a definitive winner for the Grand Prix."
Says Charlie Snow Director of Strategy, DLKW Lowe and Convenor of Judges: "This campaign is a truly remarkable piece of experiential activity in the jungles of Colombia that moved and inspired the entire judging panel.
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