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    As in football, we chose to “pass the ball” to guerrillas and leave the decision to renew their lives in their hands. That’s why, on June 22 in M… Read More
    As in football, we chose to “pass the ball” to guerrillas and leave the decision to renew their lives in their hands. That’s why, on June 22 in Medellín Mission Play Again was set in motion. In this city, a contingent of the Colombian Army visited the headquarters of the National Football Team, seeking to obtain signatures of players and coaching staff. Over 500 footballs were signed. Afterwards, the same contingent flew to Tunja, to the Under-20 National Football Team headquarters to obtain their respective signatures and messages inviting guerrillas to demobilize. With all these notes and messages, the soldiers took off on a Black Hawk helicopter from the Manuel Murillo Toro Stadium at Ibagué, Tolima (region where FARC was born 60 years ago) to fly over the key conflict areas in the country. Once they were flying over the specified areas, the soldiers would throw the balls containing the messages from the National Football Teams, players who are held in very high regard even within the guerrilla groups. Each football had an invitation to demobilize: Guerrilla, demobilize. Come back to play. The entire operation was filmed and later broadcast on national television. The campaign was officially launched on the first day of the Copa America in Argentina. Once news of the campaign got to the public, and after transmitting the Mission throughout the duration of the tournament, we visited stadiums where the Under-20 World Cup was being held, to involve the Colombian people so they could send their own demobilization messages. Knowing that most guerrillas have easier access to radio than television, we transmitted the mission on that media as well, during the football matches. Read Less
    Published:
Mission Play Again
Client: Colombian Ministry of Defence
2011
 
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Football motivating guerrillas to demobilize.
AWARDS:
Effie Awards (Colombia): Silver (Government Campaigns)