BOGOTA, Colombia and LONDON, December 12, 2011 /PRNewswire/ --
Illuminated Christmas messages from families to FARC Guerillas are floated down guerilla river routes. Colombian Army, Navy and Airforce mobilised to assist
'Do not miss this Christmas, Colombia and your family are waiting for you. Demobilise. At Christmas everything is possible'.
Lowe and Partners Colombia agency, Lowe SSP3, has created 'Operation Rivers of Light' in partnership with the Colombian Ministry of Defense - aimed at demobilizing the FARC Guerillas. Lowe SSP3 worked with groups of former FARC Guerillas to ascertain key river routes used by FARC for their transportation in different parts of Colombia.
From La Macarena, Meta, Army, Navy and Air Force kicked off this operation in order to carry messages and gifts from relatives and friends of FARC guerrillas, inviting them to demobilize for Christmas. The emotional messages and gifts were placed in hundreds of transparent, illuminated plastic balls, transported in boats and helicopters to be ignited and released in different rivers, known to be frequented by FARC. In SW Colombia, where rivers are not as commonly used by FARC, Xmas messages were hung in trees along the corridors that the guerrillas often use. All the balls carried the message DO NOT MISS THIS CHRISTMAS, COLOMBIA AND YOUR FAMILY ARE WAITING FOR YOU. DEMOBILISE. AT CHRISTMAS EVERYTHING IS POSSIBLE, as well as personal notes and keepsakes from FARC families, in the hope their message would reach their loved ones and encourage them to rejoin society.
The Operation was performed by one Army detachment (15 soldiers), 4 Piranha Boats from the Navy and 24 of its soldiers, and on Black hawk helicopter from the Air Force and its crew. The national TV ad goes on air this week and a YouTube film: http://www.youtube.com/watch?v=syPeOHBZCeA which shows the 'making of' the campaign is now available.
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SOURCE Lowe and Partners