To remind everyone that the future of our country in peace lies in education, we decided to create a unique symbol, turning an element of war into one of peace.

Ministry of Education “Bulletpen” investment budget

· Overall budget

· Website production: USD $13,500

· PR strategy: USD $5,700

· 500 Bulletpens production: USD $16,000

· cost per piece: USD 32

· Media spend: USD $0

Total: USD $35,200

We asked the military industry to give us the used bullets casks. Then we emptied them of their gun powder, cleaned them, engraved them, filled them with ink and transformed them into the symbol of our message: “Bullets marked our past. Education will write our future”

We offered it to journalists, writers and opinion leaders as a Christmas gift direct mailing and also we gave it at events like “Hay Festival” at Cartagena, Colombia.

*National and international media coverage, from US to China, CCTV news, CNN, Deutsche Welle, The Whashintog Post, Lebanon on Time, AFP, LA Stampa Italia, AskaNews, El Mundo Spain, Telemundo International, MSN, news, Yahoo news, La Nación Chile, , Terra news and hundreds of Latinoamerican news websites.

*We continue cuantificating the value generate in free press by the campaing. The Bulletpen and our message still generates more and more news from all over the world.

* More than 500 influential personalities including President Juan Manuel Santos and Luis Almagro General Secretary of the Organization of America States joined together to rewrite the history of the country.

Gina Parody, Minister of National Education went from been perceived as one of the worst ministers to be rank as the best minister of Colombia in a public opinion poll made in march 2016.

This work is relevant for Promo & Activation Lions, because we achieved national and international media coverage without investing a single dollar, and also managed to create a unique symbol with a minimum budget.

Peace agreement; education received a higher budget than war. And the Ministry of National Education needed to spread the news to 48 million Colombians.

So we turned an element of war into one of peace: The Bulletpen. Then, we offered it to journalists, writers and opinion leaders so they could start writing and drawing with it their own idea of a peaceful and educated Colombia. And then, everybody wrote with and about it.

At the end, we succeed in making the press take our side and they started talking about the great things peace will bring to Colombia.

War in Colombia has been going on since 1958. With more than 6 million victims in the last 30 years, but this year we will finally sign the peace agreement; and the Ministry of National Education wants to spread the news.

To remind everyone that the future of our country in peace lies in education, we created a unique symbol, and with a minimum budget we turned an element of war into one of peace:

The Bulletpen. And making it the symbol of our message

We offered the Bulletpens to journalists, writers and opinion leaders, so they could write with them their own idea of a Colombia in peace and then, show the press how we are starting to rewrite our history.

And then, everybody wrote with and about it:

the national and international media did all the work for us without investing a single dollar.