Entertainment > Branded Entertainment

THE CODE

DDB COLOMBIA, Bogota / MILITARY FORCES OF COLOMBIA / 2012

Awards:

Silver Cannes Lions
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Film

Overview

Credits

Overview

CampaignDescription

The guerrillas of the FARC in Colombia regulate the information that comes to the police and military hostages; just let them know what suits them, making it nearly impossible to communicate with them. Over more than 12 years, we have not been able to hear about all the efforts the Military Forces of Colombia make daily for their liberation.Only 2 radio stations, The Loving and Voices of the Hostages, have news of their families, only their families.

Effectiveness

In Colombia, there are policemen and soldiers who have been kidnapped for more than 12 years. They only find out about news that the FARC guerrilla wants them to hear. In an effort to speak directly to their men and tell them about their daily rescue efforts, and considering that radio is the only means of communication, a song was created which contained a hidden message to boost morale in the chorus written in Morse code.For the first time in over a decade the voice of the Military Forces of Colombia broke through guerrilla enemy lines with the power of information and reached their men to give them strength and hope.

We knew the messages were received thanks to the testimony of 2 rescued soldiers in the ‘Chameleon Operation’. Their names have been kept confidential for security reasons.

Implementation

The police and military hostages only have access to radio, so we created a song called Better Days, where recognised their courage, love and hope. Thousands of Colombians knew and sang. What no one ever knew is that within the chorus, we put messages in Morse code.

Outcome

We achieved based on the military training of our men kidnapped, find a new way to talk to them, using Morse code.The song was played throughout the Colombian territory, especially on the 2 stations that we knew the abducted men listened.Thousands of people heard it, including members of the FARC, but only our 16 men realised the hidden messages.After more than a decade, the Military Forces of Colombia managed to communicate directly with their men.The messages were received thanks to the testimony of 2 rescued soldiers in the 'Chameleon Operation'. Their names have been kept confidential for security reasons.

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