Over three Christmases, and on a small budget of just USD 1.3m, this powerful and timely messaging encouraged 590 FARC guerrillas to demobilise and re-enter society. The combined reduction in guerrillas is estimated to return COP 2.1m to Colombian society through a reduction in Colombian Security Forces fatalities, and COP 2.6 to the Colombian government through income tax receipts from demobilised guerrillas, a $3.6:1 return on marketing investment. At a wider level, the benefits to Colombian society and the economy through a reduction in FARC’s illegal ‘fund raising’ is estimated to be in excess of COP 2.5 m. And looking even more broadly, the innovative concepts and their collective impact gained huge awareness, both within Colombia and internationally.