Colombian Ministry of Defence's Group of Humanitarian Attention to the Demobilised - At Christmas everything is possible
The Columbian Ministry of Defense enlisted Lowe SSP3 to help them encourage members of the FARC, the oldest guerrilla group in the world, to demobilse during the Christmas period. Three campaigns were created, ‘Operation Christmas’(2010), ‘Operation Rivers of Light’ (2011) and ‘Operation Bethlehem’ (2013), using insights from ex-FARC members to establish and target the guerrillas emotionally whilst also engaging with the jungle environment. Backed by TV adverts, the operations encouraged 711 FARC guerrillas to demobilise and enter society. This results in an estimated return of over $8.6m to Colombian government through tax receipts, a 2.5% yearly reduction of Columbian security forces’ casualties and an overall ROMI of 8.31.