In 2011, Colombia launched a campaign to sensitize the people in the international day for mine awareness. Three months later, the whole world decided to summon the cause.

Representatives of the UN results presentation, who had to speak about different subjects, passed to the front with one rolled up pant leg.

In that moment, we were able to see how a symbolic act that happened in one country, could be worldwide recognized.

In 2012, hundreds of countries joined in the initiative. The 4th of April of 2012, not only a country’s voice claimed for the landmine victims but a world’s voice joined in as well.

We even heard of countries that weren’t even involved with this problem, saying NO MORE and involved in the cause.

Our objective was clear: if the producers continued manufacturing these artifacts, it meant that there was a demand. We had to expand our frontiers and unite the rest of the nations. In every part of the world, we would say together: NO MORE. The same symbolic act we did in Colombia in 2011, would be the symbolic act that would unite all of the countries involved in the cause.

Hundred of countries joined. Kids, adults, parents, grandparents, famous, artists, celebrities, athletes, politicians, leaders… Each and every one of them joined into the cause, wanting to demonstrate their rejection towards the landmines.

171 representatives of the UN went back to their countries with the idea. During three months, we worked with each one of them. We created a direct channel so that the work could be easier. Through a Microsite, the representatives were able to find out the step by step of the Colombian campaign: what we did, who we contacted, how we contacted them and what they were able to say.

They could find the campaign’s toolkit and communication models for the different public and private identities. For the TV commercial, we prepared a storyboard with the shots that we needed. 15 days after, we started receiving material for the commercials and different ideas each wanted to apply.

During almost two months, one of the representatives encouraged more people to lend their legs, to make the 4th of April the day in which thousands, or probably millions, could say NO MORE.

-More than 70 countries participated.

-We achieved 58,469 conversations in social networks (the hashtag “@remángate” was used 10,056 times and “@lend” was used 4,528 times). At the end, we accomplished 279,285 social networks’ impacts (surpassing our goal of 150,000, by 186%).

-Our Youtube video had more than 100,000 visits.

-Germany and Poland made their own TV commercial and webpages.

-Ban Ki Mon, CEO at UN joined the cause, as well as other 136 countries, participants at the UN.

-World celebrities (European models, Latin-American artists including Juanes and “El Puma”, soccer players like Iker Casillas and El Pibe Valderrama) also lend their legs.

-London’s first minister, politicians around the world and Latin-American presidents (Bolivia, Chile and Colombia) rolled up their pant legs for the cause.

-But above all, in May 2012, Somalia sign the Ban Treaty. Now there are only 36 countries left.