[Script Info]
Title: 
[Events]
Format: Layer, Start, End, Style, Name, MarginL, MarginR, MarginV, Effect, Text
Dialogue: 0,0:00:00.81,0:00:03.64,Default,,0000,0000,0000,,So, I thought a lot about\Nthe first word I'd say today,
Dialogue: 0,0:00:03.64,0:00:06.16,Default,,0000,0000,0000,,and I decided to say "Colombia."
Dialogue: 0,0:00:06.16,0:00:10.21,Default,,0000,0000,0000,,And the reason, I don't know\Nhow many of you have visited Colombia,
Dialogue: 0,0:00:10.21,0:00:13.06,Default,,0000,0000,0000,,but Colombia is just north\Nof the border with Brazil.
Dialogue: 0,0:00:13.06,0:00:14.27,Default,,0000,0000,0000,,It's a beautiful country
Dialogue: 0,0:00:14.27,0:00:17.73,Default,,0000,0000,0000,,with extraordinary people,\Nlike me and others -- (Laughter) --
Dialogue: 0,0:00:17.73,0:00:23.16,Default,,0000,0000,0000,,and it's populated\Nwith incredible fauna, flora.
Dialogue: 0,0:00:23.16,0:00:27.32,Default,,0000,0000,0000,,It's got water; it's got everything\Nto be the perfect place.
Dialogue: 0,0:00:27.32,0:00:29.05,Default,,0000,0000,0000,,But we have a few problems.
Dialogue: 0,0:00:29.05,0:00:30.72,Default,,0000,0000,0000,,You may have heard of some of them.
Dialogue: 0,0:00:30.72,0:00:34.42,Default,,0000,0000,0000,,We have the oldest\Nstanding guerrilla in the world.
Dialogue: 0,0:00:34.42,0:00:36.41,Default,,0000,0000,0000,,It's been around for over 50 years,
Dialogue: 0,0:00:36.41,0:00:39.18,Default,,0000,0000,0000,,which means that in my lifetime,
Dialogue: 0,0:00:39.18,0:00:43.85,Default,,0000,0000,0000,,I have never lived one day \Nof peace in my country.
Dialogue: 0,0:00:43.85,0:00:47.72,Default,,0000,0000,0000,,This guerrilla -- and the main group\Nis the FARC guerrillas,
Dialogue: 0,0:00:47.72,0:00:50.14,Default,,0000,0000,0000,,Revolutionary Armed Forces of Colombia --
Dialogue: 0,0:00:50.14,0:00:57.63,Default,,0000,0000,0000,,they have financed their war\Nby kidnapping, by extortion,
Dialogue: 0,0:00:57.63,0:01:01.48,Default,,0000,0000,0000,,by getting into the drug trade,\Nby illegal mining.
Dialogue: 0,0:01:01.48,0:01:05.30,Default,,0000,0000,0000,,There has been terrorism.\NThere have been random bombs.
Dialogue: 0,0:01:05.30,0:01:09.58,Default,,0000,0000,0000,,So it's not good.\NIt's not really good.
Dialogue: 0,0:01:09.58,0:01:14.38,Default,,0000,0000,0000,,And if you look at the human cost\Nof this war over 50 years,
Dialogue: 0,0:01:14.38,0:01:19.20,Default,,0000,0000,0000,,we have had more than\N5.7 million displaced population.
Dialogue: 0,0:01:19.20,0:01:22.26,Default,,0000,0000,0000,,It's one of the biggest displaced\Npopulations in the world,
Dialogue: 0,0:01:22.26,0:01:26.37,Default,,0000,0000,0000,,and this conflict has cost\Nover 220,000 lives.
Dialogue: 0,0:01:26.37,0:01:29.43,Default,,0000,0000,0000,,So it's a little bit like\Nthe Bolívar wars again.
Dialogue: 0,0:01:29.43,0:01:32.59,Default,,0000,0000,0000,,It's a lot of people who\Nhave died unnecessarily.
Dialogue: 0,0:01:32.59,0:01:35.66,Default,,0000,0000,0000,,We are now in the middle of peace talks,
Dialogue: 0,0:01:35.66,0:01:38.96,Default,,0000,0000,0000,,and we've been trying to help\Nresolve this problem peacefully,
Dialogue: 0,0:01:38.96,0:01:40.52,Default,,0000,0000,0000,,and as part of that,
Dialogue: 0,0:01:40.52,0:01:44.43,Default,,0000,0000,0000,,we decided to try something\Ncompletely lateral and different:
Dialogue: 0,0:01:44.43,0:01:46.47,Default,,0000,0000,0000,,Christmas lights.
Dialogue: 0,0:01:46.47,0:01:48.98,Default,,0000,0000,0000,,So Christmas lights, and you're saying,
Dialogue: 0,0:01:48.98,0:01:51.89,Default,,0000,0000,0000,,what the hell is this guy\Ngoing to talk about?
Dialogue: 0,0:01:52.17,0:01:56.78,Default,,0000,0000,0000,,I am going to talk about gigantic trees
Dialogue: 0,0:01:56.78,0:02:02.41,Default,,0000,0000,0000,,that we put in nine strategic \Npathways in the jungle
Dialogue: 0,0:02:02.41,0:02:04.42,Default,,0000,0000,0000,,covered with Christmas lights.
Dialogue: 0,0:02:04.42,0:02:10.60,Default,,0000,0000,0000,,These trees helped us \Ndemobilize 331 guerrillas,
Dialogue: 0,0:02:10.60,0:02:15.10,Default,,0000,0000,0000,,roughly five percent\Nof the guerrilla force at the time.
Dialogue: 0,0:02:15.10,0:02:17.68,Default,,0000,0000,0000,,These trees were lit up at night,
Dialogue: 0,0:02:17.68,0:02:20.04,Default,,0000,0000,0000,,and they had a sign beside them
Dialogue: 0,0:02:20.04,0:02:24.74,Default,,0000,0000,0000,,that said, "If Christmas can come\Nto the jungle, you can come home.
Dialogue: 0,0:02:24.74,0:02:26.44,Default,,0000,0000,0000,,Demobilize.
Dialogue: 0,0:02:26.44,0:02:28.92,Default,,0000,0000,0000,,At Christmas, everything is possible."
Dialogue: 0,0:02:28.92,0:02:32.21,Default,,0000,0000,0000,,So how do we know these trees worked?
Dialogue: 0,0:02:32.21,0:02:34.22,Default,,0000,0000,0000,,Well, we got 331, which is okay,
Dialogue: 0,0:02:34.22,0:02:39.48,Default,,0000,0000,0000,,but we also know that\Nnot a lot of guerrillas saw them,
Dialogue: 0,0:02:39.48,0:02:41.98,Default,,0000,0000,0000,,but we know that a lot of\Nguerrillas heard about them,
Dialogue: 0,0:02:41.98,0:02:43.19,Default,,0000,0000,0000,,and we know this
Dialogue: 0,0:02:43.19,0:02:46.30,Default,,0000,0000,0000,,because we are constantly talking\Nto demobilized guerrillas.
Dialogue: 0,0:02:46.30,0:02:49.05,Default,,0000,0000,0000,,So let me take you back\Nfour years before the trees.
Dialogue: 0,0:02:49.05,0:02:52.74,Default,,0000,0000,0000,,Four years before the trees,\Nwe were approached by the government
Dialogue: 0,0:02:52.74,0:02:56.88,Default,,0000,0000,0000,,to help them come up with\Na communications strategy
Dialogue: 0,0:02:56.88,0:03:00.08,Default,,0000,0000,0000,,to get as many guerrillas\Nas we could out of the jungle.
Dialogue: 0,0:03:00.08,0:03:02.53,Default,,0000,0000,0000,,The government had a military strategy,
Dialogue: 0,0:03:02.53,0:03:03.86,Default,,0000,0000,0000,,it had a legal strategy,
Dialogue: 0,0:03:03.86,0:03:06.69,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: 0,0:03:09.04,0:03:11.99,Default,,0000,0000,0000,,and it probably would be\Na good thing to have,"
Dialogue: 0,0:03:11.99,0:03:16.37,Default,,0000,0000,0000,,so we decided to\Nimmediately jump into this,
Dialogue: 0,0:03:16.37,0:03:21.59,Default,,0000,0000,0000,,because it is an opportunity\Nto affect the outcome of the conflict
Dialogue: 0,0:03:21.59,0:03:25.68,Default,,0000,0000,0000,,with the things that we do,\Nwith 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: 0,0:03:28.49,0:03:31.71,Default,,0000,0000,0000,,We didn't understand in Colombia, \Nif you live in the cities,
Dialogue: 0,0:03:31.71,0:03:34.80,Default,,0000,0000,0000,,you're very far away from where \Nthe war is actually happening,
Dialogue: 0,0:03:34.80,0:03:36.82,Default,,0000,0000,0000,,so you don't really understand it,
Dialogue: 0,0:03:36.82,0:03:38.98,Default,,0000,0000,0000,,and we asked the government \Nto give us access
Dialogue: 0,0:03:38.98,0:03:41.52,Default,,0000,0000,0000,,to as many demobilized\Nguerrillas as possible.
Dialogue: 0,0:03:41.52,0:03:43.98,Default,,0000,0000,0000,,And we talked to about 60 of them
Dialogue: 0,0:03:43.98,0:03:49.07,Default,,0000,0000,0000,,before we felt we fully\Nunderstood the problem.
Dialogue: 0,0:03:49.07,0:03:52.39,Default,,0000,0000,0000,,We talked about -- they told us why \Nthey had joined the guerrillas,
Dialogue: 0,0:03:52.39,0:03:55.02,Default,,0000,0000,0000,,why the left the guerrillas,\Nwhat their dreams were,
Dialogue: 0,0:03:55.02,0:03:56.71,Default,,0000,0000,0000,,what their frustrations were,
Dialogue: 0,0:03:56.71,0:04:01.17,Default,,0000,0000,0000,,and from those conversations\Ncame the underlying insight
Dialogue: 0,0:04:01.17,0:04:03.67,Default,,0000,0000,0000,,that has guided this whole campaign,
Dialogue: 0,0:04:03.67,0:04:09.06,Default,,0000,0000,0000,,which is that guerrillas are as much\Nprisoners of their organizations
Dialogue: 0,0:04:09.06,0:04:11.53,Default,,0000,0000,0000,,as the people they hold hostage.
Dialogue: 0,0:04:11.53,0:04:14.31,Default,,0000,0000,0000,,And at the beginning, we were\Nso touched by these stories,
Dialogue: 0,0:04:14.31,0:04:16.60,Default,,0000,0000,0000,,we were so amazed by these stories,
Dialogue: 0,0:04:16.60,0:04:19.74,Default,,0000,0000,0000,,that we thought that maybe \Nthe best way to talk to the guerrillas
Dialogue: 0,0:04:19.74,0:04:22.57,Default,,0000,0000,0000,,was to have them 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: 0,0:04:29.72,0:04:34.07,Default,,0000,0000,0000,,so that the guerrillas in the jungle\Ncould hear stories, their stories,
Dialogue: 0,0:04:34.07,0:04:36.42,Default,,0000,0000,0000,,or stories similar to theirs,
Dialogue: 0,0:04:36.42,0:04:39.20,Default,,0000,0000,0000,,and when they heard them,\Nthey decided to go out.
Dialogue: 0,0:04:39.20,0:04:41.79,Default,,0000,0000,0000,,I want to tell you one of these stories.
Dialogue: 0,0:04:41.79,0:04:44.44,Default,,0000,0000,0000,,This person you see here \Nis Giovanni Andres.
Dialogue: 0,0:04:44.44,0:04:47.27,Default,,0000,0000,0000,,Giovanni Andres is 25\Nwhen we took that picture.
Dialogue: 0,0:04:47.27,0:04:51.96,Default,,0000,0000,0000,,He had been seven years in the guerrilla,\Nand he had demobilized very recently.
Dialogue: 0,0:04:51.96,0:04:54.53,Default,,0000,0000,0000,,His story is the following:
Dialogue: 0,0:04:54.53,0:04:57.72,Default,,0000,0000,0000,,He was recruited when he was 17,
Dialogue: 0,0:04:57.72,0:05:02.91,Default,,0000,0000,0000,,and sometime later,\Nin his squadron, if you will,
Dialogue: 0,0:05:02.91,0:05:08.08,Default,,0000,0000,0000,,this beautiful girl was recruited,\Nand they fell in love.
Dialogue: 0,0:05:08.08,0:05:11.96,Default,,0000,0000,0000,,Their conversations were about\Nwhat their family was going to be like,
Dialogue: 0,0:05:11.96,0:05:14.29,Default,,0000,0000,0000,,what their kids' names would be,
Dialogue: 0,0:05:14.29,0:05:16.88,Default,,0000,0000,0000,,how their life would be\Nwhen they left the guerrilla.
Dialogue: 0,0:05:16.88,0:05:18.34,Default,,0000,0000,0000,,But it turns out
Dialogue: 0,0:05:18.34,0:05:21.94,Default,,0000,0000,0000,,that love is very strictly forbidden\Nin the lower ranks of the guerrilla,
Dialogue: 0,0:05:21.94,0:05:25.30,Default,,0000,0000,0000,,so their romance was discovered\Nand they were separated.
Dialogue: 0,0:05:25.30,0:05:28.71,Default,,0000,0000,0000,,He was sent very far away,\Nand she was left behind.
Dialogue: 0,0:05:28.71,0:05:31.37,Default,,0000,0000,0000,,She was very familiar with the territory,
Dialogue: 0,0:05:31.37,0:05:33.95,Default,,0000,0000,0000,,so one night, when she was on guard,
Dialogue: 0,0:05:33.95,0:05:35.65,Default,,0000,0000,0000,,she just left,
Dialogue: 0,0:05:35.65,0:05:39.11,Default,,0000,0000,0000,,and she went to the army, she demobilized,
Dialogue: 0,0:05:39.11,0:05:42.100,Default,,0000,0000,0000,,and she was one of the persons\Nthat we had the fortune to talk to,
Dialogue: 0,0:05:42.100,0:05:45.35,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, \Nmany kilometers north,
Dialogue: 0,0:05:54.12,0:05:57.28,Default,,0000,0000,0000,,he heard her on the radio,
Dialogue: 0,0:05:57.28,0:06:01.85,Default,,0000,0000,0000,,and when he heard her on the radio,\Nhe said, "What am I doing here?
Dialogue: 0,0:06:01.85,0:06:07.29,Default,,0000,0000,0000,,She had the balls to get out.\NI need to do the same thing."
Dialogue: 0,0:06:07.29,0:06:08.69,Default,,0000,0000,0000,,And he did.
Dialogue: 0,0:06:08.69,0:06:11.59,Default,,0000,0000,0000,,He walked for two days and two nights,
Dialogue: 0,0:06:11.59,0:06:13.95,Default,,0000,0000,0000,,and he risked his life and he got out,
Dialogue: 0,0:06:13.95,0:06:16.91,Default,,0000,0000,0000,,and the only thing\Nhe wanted was to see her.
Dialogue: 0,0:06:16.91,0:06:20.44,Default,,0000,0000,0000,,The only thing that was\Nin his mind was to see her.
Dialogue: 0,0:06:20.44,0:06:23.36,Default,,0000,0000,0000,,The story was, they did meet.
Dialogue: 0,0:06:23.36,0:06:25.89,Default,,0000,0000,0000,,I know you're wondering if they did meet.
Dialogue: 0,0:06:25.89,0:06:27.14,Default,,0000,0000,0000,,They did meet.
Dialogue: 0,0:06:27.14,0:06:31.14,Default,,0000,0000,0000,,She had been recruited when she was 15,\Nand she left when she was 17,
Dialogue: 0,0:06:31.14,0:06:33.20,Default,,0000,0000,0000,,so there were a lot\Nof other complications,
Dialogue: 0,0:06:33.20,0:06:34.93,Default,,0000,0000,0000,,but they did eventually meet.
Dialogue: 0,0:06:34.93,0:06:40.21,Default,,0000,0000,0000,,I don't know if they're together now,\Nbut I can find out. (Laughter)
Dialogue: 0,0:06:40.21,0:06:48.18,Default,,0000,0000,0000,,But what I can tell you is that\Nour radio strategy was working.
Dialogue: 0,0:06:48.18,0:06:51.86,Default,,0000,0000,0000,,The problem is that it was working\Nin the lower ranks of the guerrilla.
Dialogue: 0,0:06:51.86,0:06:54.22,Default,,0000,0000,0000,,It was not working with the commanders,
Dialogue: 0,0:06:54.22,0:06:56.44,Default,,0000,0000,0000,,the people that are\Nmore difficult to replace,
Dialogue: 0,0:06:56.44,0:07:02.01,Default,,0000,0000,0000,,because you can easily recruit\Nbut you can't get the older commanders.
Dialogue: 0,0:07:02.01,0:07:05.70,Default,,0000,0000,0000,,So we thought, well,\Nwe'll use the same strategy.
Dialogue: 0,0:07:05.70,0:07:08.26,Default,,0000,0000,0000,,We'll have commanders\Ntalking to commanders.
Dialogue: 0,0:07:08.26,0:07:12.04,Default,,0000,0000,0000,,And we even went as far\Nas asking ex-commanders of the guerrilla
Dialogue: 0,0:07:12.04,0:07:14.77,Default,,0000,0000,0000,,to fly on helicopters with microphones
Dialogue: 0,0:07:14.77,0:07:18.23,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,"\N"This is not worth it," etc.
Dialogue: 0,0:07:22.92,0:07:28.03,Default,,0000,0000,0000,,But, as you can all imagine,\Nit was very easy to counteract,
Dialogue: 0,0:07:28.03,0:07:30.58,Default,,0000,0000,0000,,because what was\Nthe guerrilla going to say?
Dialogue: 0,0:07:30.58,0:07:33.79,Default,,0000,0000,0000,,"Yeah, right, if he doesn't do that,\Nhe's going to get killed."
Dialogue: 0,0:07:33.79,0:07:37.86,Default,,0000,0000,0000,,So it was easy, so we were\Nsuddenly left with nothing,
Dialogue: 0,0:07:37.86,0:07:40.14,Default,,0000,0000,0000,,because the guerrilla\Nwere spreading the word
Dialogue: 0,0:07:40.14,0:07:42.85,Default,,0000,0000,0000,,that all of those things are done
Dialogue: 0,0:07:42.85,0:07:48.35,Default,,0000,0000,0000,,because if they don't do it, \Nthey're in danger.
Dialogue: 0,0:07:48.35,0:07:51.51,Default,,0000,0000,0000,,And somebody, some\Nbrilliant person in our team,
Dialogue: 0,0:07:51.51,0:07:55.15,Default,,0000,0000,0000,,came back and said,\N"You know what I noticed?
Dialogue: 0,0:07:55.15,0:07:58.71,Default,,0000,0000,0000,,I noticed that around Christmastime,
Dialogue: 0,0:07:58.71,0:08:01.40,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: 0,0:08:04.39,0:08:07.00,Default,,0000,0000,0000,,And that was incredible,
Dialogue: 0,0:08:07.00,0:08:12.48,Default,,0000,0000,0000,,because that led us to think \Nthat we needed to talk to the human being
Dialogue: 0,0:08:12.48,0:08:14.05,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: 0,0:08:27.22,0:08:30.59,Default,,0000,0000,0000,,And that was when\Nthe Christmas tree happened.
Dialogue: 0,0:08:30.59,0:08:32.60,Default,,0000,0000,0000,,This picture that I have here,
Dialogue: 0,0:08:32.60,0:08:35.79,Default,,0000,0000,0000,,you see this is the planning\Nof the Christmas trees,
Dialogue: 0,0:08:35.79,0:08:39.54,Default,,0000,0000,0000,,and that man you see there\Nwith the three stars,
Dialogue: 0,0:08:39.54,0:08:41.67,Default,,0000,0000,0000,,he's Captain Juan Manuel Valdez.
Dialogue: 0,0:08:41.67,0:08:46.64,Default,,0000,0000,0000,,Captain Valdez was the first \Nhigh-ranking official
Dialogue: 0,0:08:46.64,0:08:50.50,Default,,0000,0000,0000,,to give us the helicopters \Nand the support we needed
Dialogue: 0,0:08:50.50,0:08:52.85,Default,,0000,0000,0000,,to put these Christmas trees up,
Dialogue: 0,0:08:52.85,0:08:56.14,Default,,0000,0000,0000,,and he said in that meeting\Nsomething that I will never forget.
Dialogue: 0,0:08:56.14,0:09:03.34,Default,,0000,0000,0000,,He said, "I want to do this\Nbecause being generous makes me stronger,
Dialogue: 0,0:09:03.34,0:09:05.69,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: 0,0:09:08.43,0:09:12.82,Default,,0000,0000,0000,,because he was killed later in combat\Nand we really miss him,
Dialogue: 0,0:09:12.82,0:09:19.09,Default,,0000,0000,0000,,but I wanted you all to see him,\Nbecause he was really, really important.
Dialogue: 0,0:09:19.09,0:09:23.22,Default,,0000,0000,0000,,He gave us all the support\Nto put up the first Christmas trees.
Dialogue: 0,0:09:23.22,0:09:25.95,Default,,0000,0000,0000,,What happened later is that\Nthe guerrillas who came out
Dialogue: 0,0:09:25.95,0:09:29.57,Default,,0000,0000,0000,,during the Christmas tree \Noperation and all of that
Dialogue: 0,0:09:29.57,0:09:33.37,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: 0,0:09:35.90,0:09:37.35,Default,,0000,0000,0000,,We use rivers."
Dialogue: 0,0:09:37.35,0:09:40.74,Default,,0000,0000,0000,,So rivers are the highways of the jungle,
Dialogue: 0,0:09:40.74,0:09:42.94,Default,,0000,0000,0000,,and this is something we learned,
Dialogue: 0,0:09:42.94,0:09:48.24,Default,,0000,0000,0000,,and most of the recruiting was being done\Nin and around the river villages.
Dialogue: 0,0:09:48.24,0:09:50.52,Default,,0000,0000,0000,,So we went to these river villages,
Dialogue: 0,0:09:50.52,0:09:52.42,Default,,0000,0000,0000,,and we asked the people,
Dialogue: 0,0:09:52.42,0:09:55.78,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: 0,0:10:08.52,0:10:12.71,Default,,0000,0000,0000,,Even people took off their jewelry,\Ntheir little crosses and religious things,
Dialogue: 0,0:10:12.72,0:10:18.14,Default,,0000,0000,0000,,and put them in these floating balls\Nthat we sent down the rivers
Dialogue: 0,0:10:18.14,0:10:20.74,Default,,0000,0000,0000,,so that they could be picked up at night.
Dialogue: 0,0:10:20.74,0:10:23.09,Default,,0000,0000,0000,,And we sent thousands\Nof these down the rivers,
Dialogue: 0,0:10:23.09,0:10:25.26,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: 0,0:10:26.80,0:10:31.69,Default,,0000,0000,0000,,This generated, on average,\Na demobilization every six hours,
Dialogue: 0,0:10:31.69,0:10:35.75,Default,,0000,0000,0000,,so this was incredible and it was about:\NCome home at Christmas.
Dialogue: 0,0:10:36.92,0:10:41.00,Default,,0000,0000,0000,,Then came the peace process,
Dialogue: 0,0:10:41.00,0:10:43.44,Default,,0000,0000,0000,,and when the peace process started,
Dialogue: 0,0:10:43.44,0:10:45.76,Default,,0000,0000,0000,,the whole mindset\Nof the guerrilla changed.
Dialogue: 0,0:10:45.76,0:10:48.09,Default,,0000,0000,0000,,And it changed because
Dialogue: 0,0:10:48.09,0:10:50.84,Default,,0000,0000,0000,,it makes you think, "Well,\Nif there's a peace process,
Dialogue: 0,0:10:50.84,0:10:52.78,Default,,0000,0000,0000,,this is probably going to be over.
Dialogue: 0,0:10:52.78,0:10:54.89,Default,,0000,0000,0000,,At some point I'm going to get out."
Dialogue: 0,0:10:54.89,0:10:57.10,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: 0,0:11:06.73,0:11:09.80,Default,,0000,0000,0000,,So the past Christmas, \Nwhat we did was we asked --
Dialogue: 0,0:11:09.80,0:11:13.55,Default,,0000,0000,0000,,we found 27 mothers of guerrillas,
Dialogue: 0,0:11:13.55,0:11:17.78,Default,,0000,0000,0000,,and we asked them to give us \Npictures of their children,
Dialogue: 0,0:11:17.78,0:11:21.99,Default,,0000,0000,0000,,when they only could recognize themselves,\Nso as not to put their lives in danger,
Dialogue: 0,0:11:21.99,0:11:26.26,Default,,0000,0000,0000,,and we asked them to give\Nthe most motherly message you can get,
Dialogue: 0,0:11:26.26,0:11:30.86,Default,,0000,0000,0000,,which is, "Before you were a 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: 0,0:11:33.11,0:11:36.26,Default,,0000,0000,0000,,You can see the pictures here.\NI'll show you a couple.
Dialogue: 0,0:11:36.26,0:11:37.60,Default,,0000,0000,0000,,(Applause)
Dialogue: 0,0:11:37.60,0:11:39.80,Default,,0000,0000,0000,,Thank you.
Dialogue: 0,0:11:43.55,0:11:48.73,Default,,0000,0000,0000,,And these pictures were placed\Nin many different places,
Dialogue: 0,0:11:48.73,0:11:52.89,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: 0,0:11:55.84,0:11:59.32,Default,,0000,0000,0000,,And then we decided to work with society.
Dialogue: 0,0:11:59.32,0:12:01.97,Default,,0000,0000,0000,,So we did mothers around Christmastime.
Dialogue: 0,0:12:01.97,0:12:04.83,Default,,0000,0000,0000,,Now let's talk about\Nthe rest of the people.
Dialogue: 0,0:12:04.83,0:12:10.19,Default,,0000,0000,0000,,And you may be aware of this or not,\Nbut there was a World Cup this year,
Dialogue: 0,0:12:10.19,0:12:17.62,Default,,0000,0000,0000,,and Colombia played really well,\Nand it was a unifying moment for Colombia.
Dialogue: 0,0:12:17.62,0:12:21.45,Default,,0000,0000,0000,,And what we did was tell the guerrillas,
Dialogue: 0,0:12:21.45,0:12:25.51,Default,,0000,0000,0000,,"Come, get out of the jungle.\NWe're saving a place for you."
Dialogue: 0,0:12:25.51,0:12:30.58,Default,,0000,0000,0000,,So this was television, this was \Nall different types of media saying,
Dialogue: 0,0:12:30.58,0:12:33.04,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: 0,0:12:36.06,0:12:38.92,Default,,0000,0000,0000,,"I'm saving a place for you\Nright here in this helicopter
Dialogue: 0,0:12:38.92,0:12:42.73,Default,,0000,0000,0000,,so that you can get out of this jungle\Nand go enjoy the World Cup."
Dialogue: 0,0:12:42.73,0:12:45.90,Default,,0000,0000,0000,,Ex-football players, radio announcers,
Dialogue: 0,0:12:45.90,0:12:48.20,Default,,0000,0000,0000,,everybody was saving\Na place for the guerrilla.
Dialogue: 0,0:12:48.20,0:12:52.97,Default,,0000,0000,0000,,So since we started this work\Na little over eight years ago,
Dialogue: 0,0:12:52.97,0:12:56.40,Default,,0000,0000,0000,,17,000 guerrillas have demobilized.
Dialogue: 0,0:12:56.40,0:13:00.44,Default,,0000,0000,0000,,I do not -- (Applause)
Dialogue: 0,0:13:00.44,0:13:03.02,Default,,0000,0000,0000,,Thank you.
Dialogue: 0,0:13:03.02,0:13:11.71,Default,,0000,0000,0000,,I don't want to say in any way\Nthat it only has to do with what we do,
Dialogue: 0,0:13:11.71,0:13:18.29,Default,,0000,0000,0000,,but what I do know is that our work\Nand the work that we do
Dialogue: 0,0:13:18.29,0:13:22.96,Default,,0000,0000,0000,,may have helped a lot of them\Nstart thinking about demobilization,
Dialogue: 0,0:13:22.96,0:13:26.97,Default,,0000,0000,0000,,and it may have helped a lot of them\Ntake the final decision.
Dialogue: 0,0:13:26.97,0:13:33.50,Default,,0000,0000,0000,,If that is true, advertising is still\None of the most powerful tools of change
Dialogue: 0,0:13:33.50,0:13:35.74,Default,,0000,0000,0000,,that we have available.
Dialogue: 0,0:13:35.74,0:13:38.63,Default,,0000,0000,0000,,And I speak not only my behalf,
Dialogue: 0,0:13:38.63,0:13:40.98,Default,,0000,0000,0000,,but on behalf of all\Nthe colleagues I see here
Dialogue: 0,0:13:40.98,0:13:42.64,Default,,0000,0000,0000,,who work in advertising,
Dialogue: 0,0:13:42.64,0:13:46.66,Default,,0000,0000,0000,,and of all the team that has\Nworked with me to do this,
Dialogue: 0,0:13:46.66,0:13:49.91,Default,,0000,0000,0000,,that if you want to change the world,
Dialogue: 0,0:13:49.91,0:13:52.38,Default,,0000,0000,0000,,or if you want to achieve \Npeace, please call us.
Dialogue: 0,0:13:52.38,0:13:53.88,Default,,0000,0000,0000,,We'd love to help.
Dialogue: 0,0:13:53.88,0:13:55.24,Default,,0000,0000,0000,,Thank you.
Dialogue: 0,0:13:55.24,0:14:00.71,Default,,0000,0000,0000,,(Applause)