You Are My Son | Integrated

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“One day we were very close from my mother´s town

and I asked permission to visit her. My commander refused,
so that day I decided to escape. ”
Mauricio Valencia, 5 years in FARC front ‘Aurelio Rodríguez’.

Testimonies like this prove us two key points; first, guerrillas move nearby towns and the second, one of the main motivations for them to demobilize is the long time without seeing their mothers.

Thanks to this discovery, the Program of Humanitarian Attention to the Demobilized (PAHD) looked for guerrilla’s mothers in order to personally motivate the demobilization of their children during Christmas. All of them accepted to be part of the campaign.

These mothers provided pictures of their children before they joined the Guerrilla to invite them to come back home. Pictures where only they can recognize themselves. These photos were taken to the areas where the fighting is still going on with the following message: “BEFORE BEING A GUERRILLA, YOU ARE MY SON. COME HOME THIS CHRISTMAS.”

218 MOTHERS WELCOMED THEIR CHILDREN HOME, because everything is possible at Christmas.

CASE STUDY

Case english version

Case spanish version

BOARD

POSTER

PICS

In San Vicente del Caguán (Caquetá), the Defense Minister sent the message.

The Army also joined the campaign helping mothers to carry their message.

AWARDS

CANNES LIONS 2014

Outdoor/Adapted Outdoor-Adapted Indoor Posters

*GOLD – You Are My Son-Colombian Ministry of Defense/GHAD

Outdoor/Adapted Outdoor-Adapted Billboards and Outdoor Posters

*GOLD – You Are My Son-Colombian Ministry of Defense/GHAD

Promo & Activation/Use of Print or Standard Outdoor in a Promotional Campaign

*SILVER – You Are My Son-Colombian Ministry of Defense/GHAD

Direct/Product & Service-Public Health & Safety, Public Awareness Messages

*BRONZE – You Are My Son-Colombian Ministry of Defense/GHAD

D&AD 2014

Direct Integrated Campaigns

*Yellow Pencil – You Are My Son-Colombian Ministry of Defense/GHAD

Direct Response/Press & Poster

*In Book – You Are My Son-Colombian Ministry of Defense/GHAD

CLIO AWARDS 2014

Direct / Public Service

*GOLD – You Are My Son-Colombian Ministry of Defense/GHAD

Engagement/Public Service Guerrilla

*GOLD – You Are My Son-Colombian Ministry of Defense/GHAD

Integrated Campaign/Public Service

*SILVER – You Are My Son-Colombian Ministry of Defense/GHAD

Out Of Home/Public Service Ambient

*SILVER – You Are My Son-Colombian Ministry of Defense/GHAD

THE KINSALE SHARK AWARDS 2014

Ambient / Small Formats

*GOLD – You Are My Son-Colombian Ministry of Defense/GHAD

Outdoor / Public awareness message

*SILVER – You Are My Son-Colombian Ministry of Defense/GHAD

NEW YORK FESTIVAL 2014

Outdoor / Politics & Government

*Finalist – You Are My Son-Colombian Ministry of Defense/GHAD

Outdoor / Public Service

*Finalist – You Are My Son-Colombian Ministry of Defense/GHAD

Direct & Collateral

*Finalist – You Are My Son-Colombian Ministry of Defense/GHAD

ONE SHOW 2014

Direct

*Shortlist – You Are My Son-Colombian Ministry of Defense/GHAD

WAVE FESTIVAL 2014

Direct/Promo Productos y Servicios

*GOLD – You Are My Son-Colombian Ministry of Defense/GHAD

EL OJO DE IBEROAMÉRICA 2014
Campaña Integral de Marketing Directo
*ORO – Eres mi hijo-Ministerio de Defensa Nacional/PAHD
El Ojo Eficacia
*ORO – Eres mi hijo-Ministerio de Defensa Nacional/PAHD
El Tercer Ojo/Institucional e Imagen Corporativa
*ORO – Eres mi hijo-Ministerio de Defensa Nacional/PAHD

Mejor Idea Local
*ORO – Eres mi hijo-Ministerio de Defensa Nacional/PAHD

Mejor Anunciante Local
*ORO – Eres mi hijo-Ministerio de Defensa Nacional/PAHD

El Ojo Vía Pública/Bien Público. Mensajes Gubernamentales
*PLATA – Eres mi hijo-Ministerio de Defensa Nacional/PAHD
El Ojo Vía Pública/Campañas
*PLATA – Eres mi hijo-Ministerio de Defensa Nacional/PAHD

El Ojo Campañas integradas/Institucionales e Imagen corporativa
*PLATA – Eres mi hijo-Ministerio de Defensa Nacional/PAHD

El Ojo Promo/Activación
*PLATA – Eres mi hijo-Ministerio de Defensa Nacional/PAHD

El Ojo Media/Acciones en el espacio público
*BRONCE – Eres mi hijo-Ministerio de Defensa Nacional/PAHD

EL SOL FESTIVAL 2014

Campaña Integradas e Innovación/Proyectos Sociales

*ORO – Eres mi hijo-Ministerio de Defensa Nacional/PAHD

Exterior/Servicios e Instituciones

*ORO – Eres mi hijo-Ministerio de Defensa Nacional/PAHD

Marketing Directo/Respuestas Directa en Medios Offline

*ORO – Eres mi hijo-Ministerio de Defensa Nacional/PAHD

EFFIE COLOMBIA 2014

Gobierno y campañas de Estado

*PLATA – Eres mi hijo-Ministerio de Defensa Nacional/PAHD

Campaña de transformación social

*PLATA – Eres mi hijo-Ministerio de Defensa Nacional/PAHD

EL DORADO COLOMBIA 2014

Outdoor / Bien público, Gobierno, Movimientos políticos

*ORO – Eres mi hijo-Ministerio de Defensa Nacional/PAHD

Promo & Activation

*BRONCE – Eres mi hijo-Ministerio de Defensa Nacional/PAHD

PR / Desarrollo Sostenible

*BRONCE – Eres mi hijo-Ministerio de Defensa Nacional/PAHD

You Are My Son | Integrated

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You Are My Son | Integrated

The mothers provided pictures of their children before they joined the Guerrilla to invite them to come back home. Pictures where only they can r Read More

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