Sponsor 
GLOBAL – NOVEMBER 2011: An advertising campaign that has managed to reduce the number of FARC terrorists by appealing to their sense of humanity was awarded the Grand Prix at the prestigious IPA Effectiveness Awards, the world standard for work proving the commercial power of ideas and demonstrating their marketing playback.
The highly effective ‘FARC Operation Christmas’ campaign for the Colombian Ministry of Defence, created by international advertising agency Lowe-SSP3, reduced the number of Fuerzas Armadas Revolucionarias de Colombia (FARC) rebels, who commit acts of terrorism on average once every three days, by appealing to their humanity. This was achieved following insight that revealed Christmas was the most sensitive period for these Colombian guerrillas.
Consequently ‘Operation Christmas’ was created; two anti-guerrilla contingents and two Black Hawk helicopters travelled into the depths of the Colombian jungle to cover trees with 2,000 LED lights, alongside banners exhorting the guerrillas to lay down their arms.
As a result of the campaign 331 FARC members were encouraged to demobilize and re-enter society. The year-on-year reduction in guerrilla numbers is estimated to return over £2.3m to Colombian government through tax receipts, a £11.35 ROMI, and the benefits to Colombian society and economy through a reduction in FARC’s illegal ‘fund raising’ is estimated to be £1m in the first year.
The success of the operation also led to a TV commercial being produced showcasing the activity, which was broadcast on primetime television during Christmas which created widespread international and national media coverage, as well as mass web and social media coverage.
Says Lord Black of Brentwood, Executive Director, Telegraph Media Group and Chairman of Judges for the Awards: “The judges were all in agreement that this case was something special. The profound insight and creative execution should be hailed as an inspiration for the industry. This campaign is a definitive winner for the Grand Prix.”
In total, four Gold Awards, five Silver Awards, six Bronze Awards and nine Special Prizes were awarded.
Grand Prix, Best International, Best Social Value
Program of Humanitarian Attention to the Demobilised, by Lowe-SSP3
Best Social by Design, The Broadbent Prize for Best Dedication to Effectiveness
first direct, by Mindshare
Best Newcomer, The Channon Prize for Best New Learning
Marie Curie Cancer Care, by DLKW Lowe
Best Channel Planning
Aquafresh Kids, by MediaCom and Kids Industries
Effectiveness Company of the Year
Abbott Mead Vickers BBDO
Gold winners
Depaul UK, by Publicis
Marie Curie Cancer Care, by DLKW Lowe
Ovaltine, by WCRS&Co/Engine
Program of Humanitarian Attention to the Demobilised, by Lowe-SSP3
Silver winners
Aquafresh Kids, by MediaCom and Kids Industries
first direct, by Mindshare
Jungle Formula, by VCCP
Organ Donor Register, by Abbott Mead Vickers BBDO
Promote Iceland, by The Brooklyn Brothers
Bronze winners
East Midlands Trains, by LIDA
Fiat, by AKQA
Lynx, by Tullo Marshall Warren
McCain Wedges, by PHD Media
Pepsico Walkers, by Abbott Mead Vickers BBDO
The Economist, by Abbott Mead Vickers BBDO
To view the winning campaigns and the creative work, and for more information about the Awards, visit: www.ipaeffectivenessawards.co.uk.
