“Rivers of Light” (Operación Ríos de Luz), a campaign run by the Ministry of Defense Humanitarian Demobilization Program in Colombia, has won a Titanium Lion at the 2012 Cannes International Festival of Creativity, along with a Silver Promo & Activation Lion, Silver PR Lion, Bronze Outdoor Lion, two Bronze Clio awards, and a Yellow Pencil at the D&AD Awards. Operation Christmas, an earlier campaign run in December 2010, involved lighting up four 25-metre Christmas trees to let guerrilla fighters in Colombian forests that it was possible to demobilise and come home. The Rivers of Light campaign in December 2011 involved sending messages, letters and gifts to fighters through their relatives and friends, inviting them to leave their weapons and come back home for Christmas. The messages were placed in illuminated airtight capsules and sent to the FARC groups camping by the rivers of Colombia.
Click on the image below to play the Rivers of Light case study video in YouTube (HD)
6,823 messages and gifts were sent, leading to a demobilisation every 6 hours, between December and January. Demobilization levels of the under-18s grew 10%. President Juan Manuel Santos and members of the government, joined the campaign by sending personal messages to the rivers.
The Rivers of Light campaign was developed at Lowe-SSP3, Bogotá, by creative directors Jaime Duque and Santiago Mesa, art director Carlos Rodriguez, copywriters Mario Lagos and Sergio Leon, producer Jose Altamar, chief executive officer Jose Miguel Sokoloff, account executive Emiliano Arango, account director Juan Pablo Garcia.