[Script Info]
Title: 
[Events]
Format: Layer, Start, End, Style, Name, MarginL, MarginR, MarginV, Effect, Text
Dialogue: 0,0:00:00.97,0:00:03.99,Default,,0000,0000,0000,,So I thought a lot about\Nthe first word I'd say today,
Dialogue: 0,0:00:03.99,0:00:06.68,Default,,0000,0000,0000,,and I decided to say "Colombia."
Dialogue: 0,0:00:06.68,0:00:10.21,Default,,0000,0000,0000,,And the reason, I don't know\Nhow many of you have visited Colombia,
Dialogue: 0,0:00:10.21,0:00:13.46,Default,,0000,0000,0000,,but Colombia is just north\Nof the border with Brazil.
Dialogue: 0,0:00:13.46,0:00:14.88,Default,,0000,0000,0000,,It's a beautiful country
Dialogue: 0,0:00:14.88,0:00:17.60,Default,,0000,0000,0000,,with extraordinary people,\Nlike me and others,
Dialogue: 0,0:00:17.60,0:00:21.06,Default,,0000,0000,0000,,and it's populated
Dialogue: 0,0:00:21.06,0:00:23.50,Default,,0000,0000,0000,,with incredible fauna, flora.
Dialogue: 0,0:00:23.50,0:00:25.65,Default,,0000,0000,0000,,It's got water, it's got everything
Dialogue: 0,0:00:25.65,0:00:27.56,Default,,0000,0000,0000,,to be the perfect place.
Dialogue: 0,0:00:27.56,0:00:29.46,Default,,0000,0000,0000,,But we have a few problems.
Dialogue: 0,0:00:29.46,0:00:30.97,Default,,0000,0000,0000,,You may have heard of some of them.
Dialogue: 0,0:00:30.97,0:00:32.22,Default,,0000,0000,0000,,We have the oldest
Dialogue: 0,0:00:32.22,0:00:34.78,Default,,0000,0000,0000,,standing guerrilla in the world.
Dialogue: 0,0:00:34.78,0:00:36.61,Default,,0000,0000,0000,,It's been around for over 50 years,
Dialogue: 0,0:00:36.61,0:00:39.38,Default,,0000,0000,0000,,which means that in my lifetime,
Dialogue: 0,0:00:39.38,0:00:41.79,Default,,0000,0000,0000,,I have never lived one day of peace
Dialogue: 0,0:00:41.79,0:00:44.16,Default,,0000,0000,0000,,in my country.
Dialogue: 0,0:00:44.16,0:00:45.78,Default,,0000,0000,0000,,This guerrilla, and the main group
Dialogue: 0,0:00:45.78,0:00:48.15,Default,,0000,0000,0000,,is the FARC guerrillas --
Dialogue: 0,0:00:48.15,0:00:50.52,Default,,0000,0000,0000,,Revolutionary Armed Forces of Colombia --
Dialogue: 0,0:00:50.52,0:00:54.61,Default,,0000,0000,0000,,and they have financed their war
Dialogue: 0,0:00:54.61,0:00:58.09,Default,,0000,0000,0000,,by kidnapping, by extortion,
Dialogue: 0,0:00:58.09,0:01:00.06,Default,,0000,0000,0000,,by getting into the drug trade,
Dialogue: 0,0:01:00.06,0:01:01.69,Default,,0000,0000,0000,,by illegal mining.
Dialogue: 0,0:01:01.69,0:01:05.52,Default,,0000,0000,0000,,There has been terrorism.\NThere have been random bombs.
Dialogue: 0,0:01:05.52,0:01:08.01,Default,,0000,0000,0000,,So it's not good.
Dialogue: 0,0:01:08.01,0:01:09.96,Default,,0000,0000,0000,,It's not really good,
Dialogue: 0,0:01:09.96,0:01:12.77,Default,,0000,0000,0000,,and if you look at the human cost
Dialogue: 0,0:01:12.77,0:01:14.58,Default,,0000,0000,0000,,of this war over 50 years,
Dialogue: 0,0:01:14.58,0:01:19.20,Default,,0000,0000,0000,,we have had more than\N5.7 million displaced population.
Dialogue: 0,0:01:19.20,0:01:22.50,Default,,0000,0000,0000,,It's one of the biggest displaced\Npopulations in the world,
Dialogue: 0,0:01:22.50,0:01:24.00,Default,,0000,0000,0000,,and this conflict has cost
Dialogue: 0,0:01:24.00,0:01:26.74,Default,,0000,0000,0000,,over 220,000 lives.
Dialogue: 0,0:01:26.74,0:01:29.76,Default,,0000,0000,0000,,So it's a little bit like\Nthe Bolivarian wars again.
Dialogue: 0,0:01:29.76,0:01:32.90,Default,,0000,0000,0000,,It's a lot of people who\Nhave died unnecessarily.
Dialogue: 0,0:01:32.90,0:01:35.98,Default,,0000,0000,0000,,We are now in the middle of peace talks,
Dialogue: 0,0:01:35.98,0:01:37.45,Default,,0000,0000,0000,,and we've been trying to help
Dialogue: 0,0:01:37.45,0:01:39.30,Default,,0000,0000,0000,,resolve this problem peacefully,
Dialogue: 0,0:01:39.30,0:01:40.77,Default,,0000,0000,0000,,and as part of that,
Dialogue: 0,0:01:40.77,0:01:42.36,Default,,0000,0000,0000,,we decided to try something
Dialogue: 0,0:01:42.36,0:01:44.80,Default,,0000,0000,0000,,completely radical and different:
Dialogue: 0,0:01:44.80,0:01:46.77,Default,,0000,0000,0000,,Christmas lights.
Dialogue: 0,0:01:46.77,0:01:48.98,Default,,0000,0000,0000,,So Christmas lights, and you're saying,
Dialogue: 0,0:01:48.98,0:01:52.48,Default,,0000,0000,0000,,what the hell is this guy\Ngoing to talk about? Okay.
Dialogue: 0,0:01:52.48,0:01:54.74,Default,,0000,0000,0000,,I am going to talk about
Dialogue: 0,0:01:54.74,0:01:57.10,Default,,0000,0000,0000,,gigantic trees
Dialogue: 0,0:01:57.10,0:02:01.31,Default,,0000,0000,0000,,that we put in nine strategic pathways
Dialogue: 0,0:02:01.31,0:02:02.86,Default,,0000,0000,0000,,in the jungle
Dialogue: 0,0:02:02.86,0:02:04.95,Default,,0000,0000,0000,,covered with Christmas lights.
Dialogue: 0,0:02:04.95,0:02:08.39,Default,,0000,0000,0000,,These trees helped us demobilize
Dialogue: 0,0:02:08.39,0:02:10.92,Default,,0000,0000,0000,,331 guerrillas,
Dialogue: 0,0:02:10.92,0:02:12.64,Default,,0000,0000,0000,,roughly five percent
Dialogue: 0,0:02:12.64,0:02:15.54,Default,,0000,0000,0000,,of the guerrilla force at the time.
Dialogue: 0,0:02:15.54,0:02:17.82,Default,,0000,0000,0000,,These trees were lit up at night,
Dialogue: 0,0:02:17.82,0:02:20.04,Default,,0000,0000,0000,,and they had a sign beside them
Dialogue: 0,0:02:20.04,0:02:25.10,Default,,0000,0000,0000,,that said, "If Christmas can come\Nto the jungle, you can come home.
Dialogue: 0,0:02:25.10,0:02:26.62,Default,,0000,0000,0000,,Demobilize.
Dialogue: 0,0:02:26.62,0:02:29.15,Default,,0000,0000,0000,,At Christmas, everything is possible."
Dialogue: 0,0:02:29.15,0:02:32.42,Default,,0000,0000,0000,,So how do we know these trees worked?
Dialogue: 0,0:02:32.42,0:02:34.62,Default,,0000,0000,0000,,Well, we got 331, which is okay,
Dialogue: 0,0:02:34.62,0:02:37.69,Default,,0000,0000,0000,,but we also know that
Dialogue: 0,0:02:37.69,0:02:39.55,Default,,0000,0000,0000,,not a lot of guerrillas saw them,
Dialogue: 0,0:02:39.55,0:02:42.26,Default,,0000,0000,0000,,but we know that a lot of\Nguerrillas heard about them,
Dialogue: 0,0:02:42.26,0:02:43.68,Default,,0000,0000,0000,,and we know this
Dialogue: 0,0:02:43.68,0:02:46.88,Default,,0000,0000,0000,,because we are constantly talking\Nto demobilized guerrillas.
Dialogue: 0,0:02:46.88,0:02:49.88,Default,,0000,0000,0000,,So let me take you back\Nfour years before the trees.
Dialogue: 0,0:02:49.88,0:02:52.88,Default,,0000,0000,0000,,Four years before the trees,\Nwe were approached by the government
Dialogue: 0,0:02:52.88,0:02:54.94,Default,,0000,0000,0000,,to help them come up
Dialogue: 0,0:02:54.94,0:02:56.87,Default,,0000,0000,0000,,with a communications strategy
Dialogue: 0,0:02:56.87,0:03:00.35,Default,,0000,0000,0000,,to get as many guerrillas\Nas we could out of the jungle.
Dialogue: 0,0:03:00.35,0:03:02.67,Default,,0000,0000,0000,,The government had a military strategy,
Dialogue: 0,0:03:02.67,0:03:04.32,Default,,0000,0000,0000,,it had a legal strategy,
Dialogue: 0,0:03:04.32,0:03:06.69,Default,,0000,0000,0000,,it had a political strategy, but it said,
Dialogue: 0,0:03:06.69,0:03:09.04,Default,,0000,0000,0000,,we don't really have\Na communications strategy,
Dialogue: 0,0:03:09.04,0:03:12.15,Default,,0000,0000,0000,,and it probably would be\Na good thing to have,
Dialogue: 0,0:03:12.15,0:03:16.37,Default,,0000,0000,0000,,so we decided to\Nimmediately jump into this,
Dialogue: 0,0:03:16.37,0:03:18.72,Default,,0000,0000,0000,,because it is an opportunity
Dialogue: 0,0:03:18.72,0:03:21.90,Default,,0000,0000,0000,,to effect the outcome of the conflict
Dialogue: 0,0:03:21.90,0:03:23.52,Default,,0000,0000,0000,,with the things that we do,
Dialogue: 0,0:03:23.52,0:03:26.26,Default,,0000,0000,0000,,with the tools that we have.
Dialogue: 0,0:03:26.26,0:03:28.49,Default,,0000,0000,0000,,But we didn't know very much about it.
Dialogue: 0,0:03:28.49,0:03:30.63,Default,,0000,0000,0000,,We didn't understand in Colombia,
Dialogue: 0,0:03:30.63,0:03:33.30,Default,,0000,0000,0000,,if you live in the cities,\Nyou're very far away
Dialogue: 0,0:03:33.30,0:03:35.41,Default,,0000,0000,0000,,from where the war is actually happening,
Dialogue: 0,0:03:35.41,0:03:37.02,Default,,0000,0000,0000,,so you don't really understand it,
Dialogue: 0,0:03:37.02,0:03:38.94,Default,,0000,0000,0000,,and we asked the government to give us
Dialogue: 0,0:03:38.94,0:03:41.98,Default,,0000,0000,0000,,access to as many demobilized\Nguerrillas as possible.
Dialogue: 0,0:03:41.98,0:03:43.98,Default,,0000,0000,0000,,And we talked to about 60 of them
Dialogue: 0,0:03:43.98,0:03:48.62,Default,,0000,0000,0000,,before we felt we fully\Nunderstood the problem.
Dialogue: 0,0:03:48.62,0:03:52.39,Default,,0000,0000,0000,,They told us why they\Nhad joined the guerrillas,
Dialogue: 0,0:03:52.39,0:03:55.26,Default,,0000,0000,0000,,why the left the guerrillas,\Nwhat their dreams were,
Dialogue: 0,0:03:55.26,0:03:56.98,Default,,0000,0000,0000,,what their frustrations were,
Dialogue: 0,0:03:56.98,0:03:58.93,Default,,0000,0000,0000,,and from those conversations came
Dialogue: 0,0:03:58.93,0:04:01.42,Default,,0000,0000,0000,,the underlying insight
Dialogue: 0,0:04:01.42,0:04:03.69,Default,,0000,0000,0000,,that has guided this whole campaign,
Dialogue: 0,0:04:03.69,0:04:05.69,Default,,0000,0000,0000,,which is
Dialogue: 0,0:04:05.69,0:04:09.15,Default,,0000,0000,0000,,that guerrillas are as much\Nprisoners of their organizations
Dialogue: 0,0:04:09.15,0:04:11.98,Default,,0000,0000,0000,,as the people they hold hostage.
Dialogue: 0,0:04:11.98,0:04:14.51,Default,,0000,0000,0000,,And at the beginning, we were\Nso touched by these stories,
Dialogue: 0,0:04:14.51,0:04:16.63,Default,,0000,0000,0000,,we were so amazed by these stories,
Dialogue: 0,0:04:16.63,0:04:18.30,Default,,0000,0000,0000,,that we thought that maybe the best way
Dialogue: 0,0:04:18.30,0:04:20.30,Default,,0000,0000,0000,,to talk to the guerrillas was to have them
Dialogue: 0,0:04:20.30,0:04:22.57,Default,,0000,0000,0000,,talk to themselves,
Dialogue: 0,0:04:22.57,0:04:27.35,Default,,0000,0000,0000,,so we recorded about a hundred\Ndifferent stories during the first year,
Dialogue: 0,0:04:27.35,0:04:29.72,Default,,0000,0000,0000,,and we put them on\Nthe radio and television
Dialogue: 0,0:04:29.72,0:04:31.65,Default,,0000,0000,0000,,so that the guerrillas in the jungle
Dialogue: 0,0:04:31.65,0:04:34.16,Default,,0000,0000,0000,,could hear stories, their stories,
Dialogue: 0,0:04:34.16,0:04:35.94,Default,,0000,0000,0000,,or stories similar to theirs,
Dialogue: 0,0:04:35.94,0:04:39.20,Default,,0000,0000,0000,,and when they heard them,\Nthey decided to go out.
Dialogue: 0,0:04:39.20,0:04:41.89,Default,,0000,0000,0000,,I want to tell you one of these stories.
Dialogue: 0,0:04:41.89,0:04:44.44,Default,,0000,0000,0000,,This person you see here is Joanni Andres.
Dialogue: 0,0:04:44.44,0:04:47.48,Default,,0000,0000,0000,,Joanni Andres is 25\Nwhen we took that picture.
Dialogue: 0,0:04:47.48,0:04:49.27,Default,,0000,0000,0000,,He had been seven years in the guerrilla,
Dialogue: 0,0:04:49.27,0:04:52.59,Default,,0000,0000,0000,,and he had demobilized very recently.
Dialogue: 0,0:04:52.59,0:04:54.87,Default,,0000,0000,0000,,His story is the following:
Dialogue: 0,0:04:54.87,0:04:57.72,Default,,0000,0000,0000,,he was recruited when he was 17,
Dialogue: 0,0:04:57.72,0:04:59.100,Default,,0000,0000,0000,,and sometime later,
Dialogue: 0,0:04:59.100,0:05:03.41,Default,,0000,0000,0000,,in his squadron, if you will,
Dialogue: 0,0:05:03.41,0:05:06.38,Default,,0000,0000,0000,,this beautiful girl was recruited,
Dialogue: 0,0:05:06.38,0:05:08.20,Default,,0000,0000,0000,,and they fell in love.
Dialogue: 0,0:05:08.20,0:05:10.22,Default,,0000,0000,0000,,Their conversations were about
Dialogue: 0,0:05:10.22,0:05:12.03,Default,,0000,0000,0000,,what their family was going to be like,
Dialogue: 0,0:05:12.03,0:05:14.49,Default,,0000,0000,0000,,what their kid's names would be,
Dialogue: 0,0:05:14.49,0:05:17.06,Default,,0000,0000,0000,,how their life would be\Nwhen they left the guerrilla.
Dialogue: 0,0:05:17.06,0:05:18.34,Default,,0000,0000,0000,,But it turns out
Dialogue: 0,0:05:18.34,0:05:20.46,Default,,0000,0000,0000,,that love is very strictly forbidden
Dialogue: 0,0:05:20.46,0:05:21.87,Default,,0000,0000,0000,,in the lower ranks of the guerrilla,
Dialogue: 0,0:05:21.87,0:05:24.08,Default,,0000,0000,0000,,so their romance was discovered
Dialogue: 0,0:05:24.08,0:05:25.59,Default,,0000,0000,0000,,and they were separated.
Dialogue: 0,0:05:25.59,0:05:28.86,Default,,0000,0000,0000,,He was sent very far away,\Nand she was left behind.
Dialogue: 0,0:05:28.86,0:05:31.37,Default,,0000,0000,0000,,She was very familiar with the territory,
Dialogue: 0,0:05:31.37,0:05:33.88,Default,,0000,0000,0000,,so one night, when she was on guard,
Dialogue: 0,0:05:33.88,0:05:36.04,Default,,0000,0000,0000,,she just left,
Dialogue: 0,0:05:36.04,0:05:39.33,Default,,0000,0000,0000,,and she went to the army, she demobilized,
Dialogue: 0,0:05:39.33,0:05:41.24,Default,,0000,0000,0000,,and she was one of the persons
Dialogue: 0,0:05:41.24,0:05:43.23,Default,,0000,0000,0000,,that we had the fortune to talk to,
Dialogue: 0,0:05:43.23,0:05:45.35,Default,,0000,0000,0000,,and we were really touched by this story,
Dialogue: 0,0:05:45.35,0:05:47.71,Default,,0000,0000,0000,,so we made a radio spot,
Dialogue: 0,0:05:47.71,0:05:50.64,Default,,0000,0000,0000,,and it turns out, by chance,
Dialogue: 0,0:05:50.64,0:05:54.12,Default,,0000,0000,0000,,that far away, many, many kilometers north
Dialogue: 0,0:05:54.12,0:05:57.28,Default,,0000,0000,0000,,he heard her on the radio,
Dialogue: 0,0:05:57.28,0:05:59.88,Default,,0000,0000,0000,,and when he heard her on the radio,
Dialogue: 0,0:05:59.88,0:06:01.92,Default,,0000,0000,0000,,he said, "What am I doing here?
Dialogue: 0,0:06:01.92,0:06:06.08,Default,,0000,0000,0000,,She had the balls to get out.
Dialogue: 0,0:06:06.08,0:06:09.01,Default,,0000,0000,0000,,I need to do the same thing." And he did.
Dialogue: 0,0:06:09.01,0:06:11.84,Default,,0000,0000,0000,,He walked for two days and two nights,
Dialogue: 0,0:06:11.84,0:06:13.95,Default,,0000,0000,0000,,and he risked his life and he got out,
Dialogue: 0,0:06:13.95,0:06:17.13,Default,,0000,0000,0000,,and the only thing\Nhe wanted was to see her.
Dialogue: 0,0:06:17.13,0:06:20.64,Default,,0000,0000,0000,,The only thing that was\Nin his mind was to see her.
Dialogue: 0,0:06:20.64,0:06:23.36,Default,,0000,0000,0000,,The story was, they did meet. Okay?
Dialogue: 0,0:06:23.36,0:06:25.89,Default,,0000,0000,0000,,I know you're wondering if they did meet.
Dialogue: 0,0:06:25.89,0:06:27.33,Default,,0000,0000,0000,,They did meet.
Dialogue: 0,0:06:27.33,0:06:30.81,Default,,0000,0000,0000,,She had been recruited when she was 15,\Nand she left when she was 17,
Dialogue: 0,0:06:30.81,0:06:33.41,Default,,0000,0000,0000,,so there were a lot of other complications,
Dialogue: 0,0:06:33.41,0:06:35.15,Default,,0000,0000,0000,,but they did eventually meet.
Dialogue: 0,0:06:35.15,0:06:36.59,Default,,0000,0000,0000,,I don't know if they're together now,
Dialogue: 0,0:06:36.59,0:06:40.31,Default,,0000,0000,0000,,but I can find out. (Laughter)
Dialogue: 0,0:06:40.31,0:06:42.70,Default,,0000,0000,0000,,But what I can tell you is that
Dialogue: 0,0:06:42.70,0:06:48.20,Default,,0000,0000,0000,,our radio strategy was working.
Dialogue: 0,0:06:48.20,0:06:51.87,Default,,0000,0000,0000,,The problem is that it was working\Nin the lower ranks of the guerrilla.
Dialogue: 0,0:06:54.41,0:06:55.58,Default,,0000,0000,0000,,It was not working with the commanders,
Dialogue: 0,0:06:55.58,0:06:56.38,Default,,0000,0000,0000,,the people that are\Nmore difficult to replace,
Dialogue: 0,0:06:56.38,0:06:59.40,Default,,0000,0000,0000,,because you can easily recruit
Dialogue: 0,0:06:59.40,0:07:02.61,Default,,0000,0000,0000,,but you can't get the older commanders.
Dialogue: 0,0:07:02.61,0:07:05.70,Default,,0000,0000,0000,,So we thought, well,\Nwe'll use the same strategy.
Dialogue: 0,0:07:05.70,0:07:08.41,Default,,0000,0000,0000,,We'll have commanders\Ntalking to commanders.
Dialogue: 0,0:07:08.41,0:07:09.97,Default,,0000,0000,0000,,And we even went as far
Dialogue: 0,0:07:09.97,0:07:12.03,Default,,0000,0000,0000,,as asking ex-commanders of the guerrilla
Dialogue: 0,0:07:12.03,0:07:15.12,Default,,0000,0000,0000,,to fly on helicopters with microphones
Dialogue: 0,0:07:15.12,0:07:18.23,Default,,0000,0000,0000,,telling the people that\Nused to fight with them,
Dialogue: 0,0:07:18.23,0:07:20.35,Default,,0000,0000,0000,,"There is a better life out there,
Dialogue: 0,0:07:20.35,0:07:22.92,Default,,0000,0000,0000,,I'm doing good,\Nthis is not worth it." Etc.
Dialogue: 0,0:07:22.92,0:07:26.50,Default,,0000,0000,0000,,But, as you can all imagine,
Dialogue: 0,0:07:26.50,0:07:28.45,Default,,0000,0000,0000,,it was very easy to counteract,
Dialogue: 0,0:07:28.45,0:07:30.63,Default,,0000,0000,0000,,because what was\Nthe guerrilla going to say?
Dialogue: 0,0:07:30.63,0:07:33.79,Default,,0000,0000,0000,,"Yeah, right, if he doesn't do that,\Nhe's going to get killed."
Dialogue: 0,0:07:33.79,0:07:38.02,Default,,0000,0000,0000,,So it was easy, so we were\Nsuddenly left with nothing,
Dialogue: 0,0:07:38.02,0:07:40.32,Default,,0000,0000,0000,,because the guerrilla\Nwere spreading the word
Dialogue: 0,0:07:40.32,0:07:42.85,Default,,0000,0000,0000,,that all of those things are done
Dialogue: 0,0:07:42.85,0:07:45.63,Default,,0000,0000,0000,,because if they don't do it,
Dialogue: 0,0:07:45.63,0:07:48.49,Default,,0000,0000,0000,,they're in danger.
Dialogue: 0,0:07:48.49,0:07:51.76,Default,,0000,0000,0000,,And somebody, some\Nbrilliant person in our team,
Dialogue: 0,0:07:51.76,0:07:55.64,Default,,0000,0000,0000,,came back and said,\N"You know what I noticed?
Dialogue: 0,0:07:55.64,0:07:58.94,Default,,0000,0000,0000,,I noticed that around Christmastime,
Dialogue: 0,0:07:58.94,0:08:01.40,Default,,0000,0000,0000,,there have been peaks of demobilization
Dialogue: 0,0:08:01.40,0:08:04.39,Default,,0000,0000,0000,,since this war has started."
Dialogue: 0,0:08:04.39,0:08:07.69,Default,,0000,0000,0000,,And that was incredible, because
Dialogue: 0,0:08:07.69,0:08:10.29,Default,,0000,0000,0000,,that led us to think that we needed
Dialogue: 0,0:08:10.29,0:08:12.47,Default,,0000,0000,0000,,to talk to the human being
Dialogue: 0,0:08:12.47,0:08:14.05,Default,,0000,0000,0000,,and not to the soldier.
Dialogue: 0,0:08:14.05,0:08:16.19,Default,,0000,0000,0000,,We needed to step away from talking
Dialogue: 0,0:08:16.19,0:08:21.46,Default,,0000,0000,0000,,from government to army,\Nfrom army to army,
Dialogue: 0,0:08:21.46,0:08:24.76,Default,,0000,0000,0000,,and we needed to talk\Nabout the universal values,
Dialogue: 0,0:08:24.76,0:08:27.22,Default,,0000,0000,0000,,and we needed to talk about humanity.
Dialogue: 0,0:08:27.22,0:08:31.07,Default,,0000,0000,0000,,And that was when\Nthe Christmas tree happened.
Dialogue: 0,0:08:31.07,0:08:32.93,Default,,0000,0000,0000,,This picture that I have here,
Dialogue: 0,0:08:32.93,0:08:36.04,Default,,0000,0000,0000,,you see this is the planning\Nof the Christmas trees,
Dialogue: 0,0:08:36.04,0:08:37.97,Default,,0000,0000,0000,,and that man you see there
Dialogue: 0,0:08:37.97,0:08:39.64,Default,,0000,0000,0000,,with the three stars,
Dialogue: 0,0:08:39.64,0:08:41.87,Default,,0000,0000,0000,,he's Captain Juan Manuel Valdez.
Dialogue: 0,0:08:41.87,0:08:44.33,Default,,0000,0000,0000,,Captain Valdez was
Dialogue: 0,0:08:44.33,0:08:48.39,Default,,0000,0000,0000,,the first high-ranking official to give us
Dialogue: 0,0:08:48.39,0:08:50.69,Default,,0000,0000,0000,,the helicopters and the support we needed
Dialogue: 0,0:08:50.69,0:08:53.15,Default,,0000,0000,0000,,to put these Christmas trees up,
Dialogue: 0,0:08:53.15,0:08:56.78,Default,,0000,0000,0000,,and he said in that meeting\Nsomething that I will never forget.
Dialogue: 0,0:08:56.78,0:08:58.59,Default,,0000,0000,0000,,He said, "I want to do this
Dialogue: 0,0:08:58.59,0:09:03.58,Default,,0000,0000,0000,,because being generous makes me stronger,
Dialogue: 0,0:09:03.58,0:09:05.69,Default,,0000,0000,0000,,makes my men feel stronger."
Dialogue: 0,0:09:05.69,0:09:08.43,Default,,0000,0000,0000,,And I get very emotional\Nwhen I remember him
Dialogue: 0,0:09:08.43,0:09:10.78,Default,,0000,0000,0000,,because he was killed later in combat
Dialogue: 0,0:09:10.78,0:09:13.03,Default,,0000,0000,0000,,and we really miss him,
Dialogue: 0,0:09:13.03,0:09:17.02,Default,,0000,0000,0000,,but I'd want you all to see him,
Dialogue: 0,0:09:17.02,0:09:19.58,Default,,0000,0000,0000,,because he was really, really important.
Dialogue: 0,0:09:19.58,0:09:23.50,Default,,0000,0000,0000,,He gave us all the support\Nto put up the first Christmas trees.
Dialogue: 0,0:09:23.50,0:09:25.03,Default,,0000,0000,0000,,What happened later is that
Dialogue: 0,0:09:25.03,0:09:28.49,Default,,0000,0000,0000,,the guerrillas who came out\Nduring the Christmas tree operation
Dialogue: 0,0:09:28.49,0:09:33.37,Default,,0000,0000,0000,,said, "That's really good,\NChristmas trees are really cool,
Dialogue: 0,0:09:33.37,0:09:35.90,Default,,0000,0000,0000,,but you know what?\NWe really don't walk anymore.
Dialogue: 0,0:09:35.90,0:09:37.57,Default,,0000,0000,0000,,We use rivers."
Dialogue: 0,0:09:37.57,0:09:41.01,Default,,0000,0000,0000,,So rivers are the highways of the jungle,
Dialogue: 0,0:09:41.01,0:09:42.94,Default,,0000,0000,0000,,and this is something we learned,
Dialogue: 0,0:09:42.94,0:09:45.26,Default,,0000,0000,0000,,and most of the recruiting was being done
Dialogue: 0,0:09:45.26,0:09:48.20,Default,,0000,0000,0000,,in and around the river villages.
Dialogue: 0,0:09:48.20,0:09:50.69,Default,,0000,0000,0000,,So we went to these river villages,
Dialogue: 0,0:09:50.69,0:09:52.50,Default,,0000,0000,0000,,and we asked the people,
Dialogue: 0,0:09:52.50,0:09:55.78,Default,,0000,0000,0000,,and probably some of them were\Ndirect acquaintances of the guerrillas.
Dialogue: 0,0:09:55.78,0:09:59.77,Default,,0000,0000,0000,,We asked them, "Can you send\Nguerrillas a message?"
Dialogue: 0,0:09:59.77,0:10:03.16,Default,,0000,0000,0000,,We collected over 6,000 messages.
Dialogue: 0,0:10:03.16,0:10:05.80,Default,,0000,0000,0000,,Some of them were notes saying, "Get out."
Dialogue: 0,0:10:05.80,0:10:08.52,Default,,0000,0000,0000,,Some of them were toys.\NSome of them were candy.
Dialogue: 0,0:10:08.52,0:10:10.54,Default,,0000,0000,0000,,Even people took off their jewelry,
Dialogue: 0,0:10:10.54,0:10:12.72,Default,,0000,0000,0000,,their little crosses and religious things,
Dialogue: 0,0:10:12.72,0:10:15.65,Default,,0000,0000,0000,,and put them in these floating balls
Dialogue: 0,0:10:15.65,0:10:18.11,Default,,0000,0000,0000,,that we sent down the rivers
Dialogue: 0,0:10:18.11,0:10:20.74,Default,,0000,0000,0000,,so that they could be picked up at night,
Dialogue: 0,0:10:20.74,0:10:23.24,Default,,0000,0000,0000,,and we sent thousands\Nof these down the rivers
Dialogue: 0,0:10:23.24,0:10:25.26,Default,,0000,0000,0000,,and then picked them up\Nlater if they weren't.
Dialogue: 0,0:10:25.26,0:10:26.80,Default,,0000,0000,0000,,But lots of them were picked up.
Dialogue: 0,0:10:26.80,0:10:29.77,Default,,0000,0000,0000,,This generated, on average,
Dialogue: 0,0:10:29.77,0:10:32.07,Default,,0000,0000,0000,,a demobilization every six hours,
Dialogue: 0,0:10:32.07,0:10:34.09,Default,,0000,0000,0000,,so this was incredible and it was about
Dialogue: 0,0:10:34.09,0:10:37.29,Default,,0000,0000,0000,,coming home at Christmas.
Dialogue: 0,0:10:37.29,0:10:41.26,Default,,0000,0000,0000,,Then came the peace process,
Dialogue: 0,0:10:41.26,0:10:43.72,Default,,0000,0000,0000,,and when the peace process started,
Dialogue: 0,0:10:43.72,0:10:46.39,Default,,0000,0000,0000,,the whole mindset\Nof the guerrilla changed.
Dialogue: 0,0:10:46.39,0:10:48.09,Default,,0000,0000,0000,,And it changed because
Dialogue: 0,0:10:48.09,0:10:51.11,Default,,0000,0000,0000,,it makes you think, "Well,\Nif there's a peace process,
Dialogue: 0,0:10:51.11,0:10:52.78,Default,,0000,0000,0000,,this is probably going to be over.
Dialogue: 0,0:10:52.78,0:10:55.03,Default,,0000,0000,0000,,At some point I'm going to get out."
Dialogue: 0,0:10:55.03,0:10:57.10,Default,,0000,0000,0000,,And their fears completely changed,
Dialogue: 0,0:10:57.10,0:11:00.32,Default,,0000,0000,0000,,and their fears were not about,\N"Am I going to get killed?"
Dialogue: 0,0:11:00.32,0:11:03.92,Default,,0000,0000,0000,,Their fears were, "Am I\Ngoing to be rejected?
Dialogue: 0,0:11:03.92,0:11:06.73,Default,,0000,0000,0000,,When I get out of this,\Nam I going to be rejected?"
Dialogue: 0,0:11:06.73,0:11:08.68,Default,,0000,0000,0000,,So the past Christmas, what we did
Dialogue: 0,0:11:08.68,0:11:12.79,Default,,0000,0000,0000,,was we asked, we found 27 mothers
Dialogue: 0,0:11:12.79,0:11:14.58,Default,,0000,0000,0000,,of guerrillas and we asked them
Dialogue: 0,0:11:14.58,0:11:17.78,Default,,0000,0000,0000,,to give us pictures of their children,
Dialogue: 0,0:11:17.78,0:11:22.36,Default,,0000,0000,0000,,ones they only could recognize themselves,\Nso as not to put their lives in danger,
Dialogue: 0,0:11:22.36,0:11:24.17,Default,,0000,0000,0000,,and we asked them to give
Dialogue: 0,0:11:24.17,0:11:26.52,Default,,0000,0000,0000,,the most motherly message you can get,
Dialogue: 0,0:11:26.52,0:11:30.86,Default,,0000,0000,0000,,which is, "Before you were guerrilla,\Nyou were my child,
Dialogue: 0,0:11:30.86,0:11:33.11,Default,,0000,0000,0000,,so come home, I'm waiting for you."
Dialogue: 0,0:11:33.11,0:11:36.73,Default,,0000,0000,0000,,You can see the pictures here.\NI'll show you a couple.
Dialogue: 0,0:11:36.73,0:11:38.70,Default,,0000,0000,0000,,(Applause)
Dialogue: 0,0:11:38.70,0:11:41.86,Default,,0000,0000,0000,,Thank you.
Dialogue: 0,0:11:44.02,0:11:46.39,Default,,0000,0000,0000,,And these pictures were placed
Dialogue: 0,0:11:46.39,0:11:48.80,Default,,0000,0000,0000,,in many different places,
Dialogue: 0,0:11:48.80,0:11:52.89,Default,,0000,0000,0000,,and a lot of them came back,
Dialogue: 0,0:11:52.89,0:11:55.84,Default,,0000,0000,0000,,and it was really, really beautiful.
Dialogue: 0,0:11:55.84,0:11:59.70,Default,,0000,0000,0000,,And then we decided to work with society.
Dialogue: 0,0:11:59.70,0:12:02.20,Default,,0000,0000,0000,,So we did mothers around Christmastime.
Dialogue: 0,0:12:02.20,0:12:04.83,Default,,0000,0000,0000,,Now let's talk about\Nthe rest of the people.
Dialogue: 0,0:12:04.83,0:12:07.22,Default,,0000,0000,0000,,And you may be aware of this or not,
Dialogue: 0,0:12:07.22,0:12:10.19,Default,,0000,0000,0000,,but there was a World Cup this year,
Dialogue: 0,0:12:10.19,0:12:14.86,Default,,0000,0000,0000,,and Colombia played really well,
Dialogue: 0,0:12:14.86,0:12:17.74,Default,,0000,0000,0000,,and it was a unifying moment for Colombia.
Dialogue: 0,0:12:17.74,0:12:21.75,Default,,0000,0000,0000,,And what we did was tell the guerrillas,
Dialogue: 0,0:12:21.75,0:12:23.61,Default,,0000,0000,0000,,"Come, get out of the jungle.
Dialogue: 0,0:12:23.61,0:12:25.75,Default,,0000,0000,0000,,We're saving a place for you."
Dialogue: 0,0:12:25.75,0:12:27.23,Default,,0000,0000,0000,,So this was television,
Dialogue: 0,0:12:27.23,0:12:30.72,Default,,0000,0000,0000,,this was all sorts of media saying,
Dialogue: 0,0:12:30.72,0:12:33.04,Default,,0000,0000,0000,,"We are saving a place for you."
Dialogue: 0,0:12:33.04,0:12:36.06,Default,,0000,0000,0000,,The soldier here in the commercial says,
Dialogue: 0,0:12:36.06,0:12:39.12,Default,,0000,0000,0000,,"I'm saving a place for you\Nright here in this helicopter
Dialogue: 0,0:12:39.12,0:12:40.93,Default,,0000,0000,0000,,so that you can get out of this jungle
Dialogue: 0,0:12:40.93,0:12:43.11,Default,,0000,0000,0000,,and go enjoy the World Cup."
Dialogue: 0,0:12:43.11,0:12:45.90,Default,,0000,0000,0000,,Ex-football players, radio announcers,
Dialogue: 0,0:12:45.90,0:12:48.46,Default,,0000,0000,0000,,everybody was saving\Na place for the guerrilla.
Dialogue: 0,0:12:48.46,0:12:51.45,Default,,0000,0000,0000,,So since we started this work,
Dialogue: 0,0:12:51.45,0:12:53.61,Default,,0000,0000,0000,,a little over eight years ago,
Dialogue: 0,0:12:53.61,0:12:56.84,Default,,0000,0000,0000,,17,000 guerrillas have demobilized.
Dialogue: 0,0:12:56.84,0:13:00.44,Default,,0000,0000,0000,,I do not -- (Applause)
Dialogue: 0,0:13:00.44,0:13:03.62,Default,,0000,0000,0000,,Thank you.
Dialogue: 0,0:13:03.62,0:13:08.21,Default,,0000,0000,0000,,I don't want to say in any way
Dialogue: 0,0:13:08.21,0:13:12.42,Default,,0000,0000,0000,,that it only has to do with what we do,
Dialogue: 0,0:13:12.42,0:13:15.60,Default,,0000,0000,0000,,but what I do know is that our work
Dialogue: 0,0:13:15.60,0:13:18.43,Default,,0000,0000,0000,,and the work that we do
Dialogue: 0,0:13:18.43,0:13:20.59,Default,,0000,0000,0000,,may have helped a lot of them
Dialogue: 0,0:13:20.59,0:13:22.96,Default,,0000,0000,0000,,start thinking about demobilization,
Dialogue: 0,0:13:22.96,0:13:25.21,Default,,0000,0000,0000,,and it may have helped a lot of them
Dialogue: 0,0:13:25.21,0:13:27.21,Default,,0000,0000,0000,,take the final decision.
Dialogue: 0,0:13:27.21,0:13:30.53,Default,,0000,0000,0000,,If that is true, advertising is still
Dialogue: 0,0:13:30.53,0:13:33.68,Default,,0000,0000,0000,,one of the most powerful tools of change
Dialogue: 0,0:13:33.68,0:13:36.03,Default,,0000,0000,0000,,that we have available.
Dialogue: 0,0:13:36.03,0:13:38.63,Default,,0000,0000,0000,,And I speak not only my behalf,
Dialogue: 0,0:13:38.63,0:13:41.18,Default,,0000,0000,0000,,but on behalf of all\Nthe colleagues I see here
Dialogue: 0,0:13:41.18,0:13:43.16,Default,,0000,0000,0000,,who work in advertising,
Dialogue: 0,0:13:43.16,0:13:46.66,Default,,0000,0000,0000,,and of all the team that has\Nworked with me to do this,
Dialogue: 0,0:13:46.66,0:13:50.12,Default,,0000,0000,0000,,that if you want to change the world,
Dialogue: 0,0:13:50.12,0:13:52.00,Default,,0000,0000,0000,,or if you want to achieve peace,
Dialogue: 0,0:13:52.00,0:13:53.96,Default,,0000,0000,0000,,please call us. We'd love to help.
Dialogue: 0,0:13:53.96,0:13:56.14,Default,,0000,0000,0000,,Thank you.
Dialogue: 0,0:13:56.14,0:14:00.71,Default,,0000,0000,0000,,(Applause)