ABOUT THE SPEAKER
Jose Miguel Sokoloff - Anti-guerrilla creative
Ad exec Jose Miguel Sokoloff has led a multi-year marketing campaign that's helped Colombian guerrillas realize that they are wanted back home.

Why you should listen
Jose Miguel Sokoloff knows what it's like to go into a jungle to make a commercial in a Black Hawk helicopter surrounded by soldiers with machine guns. In the last few years he has planned and realized pro-bono ad campaigns on behalf of the Ministry of Defense against the guerrilla war in Colombia -- to persuade FARC guerrillas to demoblize.
 
Realizing that a guerrillero is as much a prisoner of his organization as are his hostages, Sokoloff and his team played on the promise of freedom. At Christmas 2010, his agency, Lowe-SSP3 Colombia, placed nine decorated holiday trees in the jungle near a banner ad that read: "If Christmas can come to the jungle, you can come home. Demobilize." It won gold at Cannes Lions -- but the most important prize was that it succeeded in its intent, creating a spike in demobilization rates.
 
The following year the agency planned a poetic campaign called "Rivers of Light" (Operación Ríos de Luz), which floated a raft of glowing plastic balls, filled with gifts and messages from family, down rivers that the revolutionaries typically travel. Christmas 2012's campaign, "Operation Bethlehem," lit up wayfinding "stars" over local villages, offering defectors a route back.
 
Meanwhile, Sokoloff's agency also handles large global consumer clients like Unilever, as well as the Colombian newspaper El Espectador.
More profile about the speaker
Jose Miguel Sokoloff | Speaker | TED.com
TEDGlobal 2014

Jose Miguel Sokoloff: How Christmas lights helped guerrillas put down their guns

何塞·米格尔·索科洛夫: 圣诞灯饰如何让游击队员放下了枪

Filmed:
819,721 views

哥伦比亚这个国家拥有非凡的美景和前景,同时也存在“哥伦比亚革命武装军(F.A.R.C.)”游击运动四处煽动暴力,超过半个世纪。”在我的人生中,祖国尚未有过一天的和平,“何塞·米格尔·索科洛夫说道。这位广告公司高管与他的团队看到了一个动摇游击队员决心的机会,极具战略性地让圣诞树和个人化的信息遍布整片丛林。让我们一起来看看富有创意的信息是如何让数以千计的游击队员放弃了战争,这些令人惊奇的技巧背后又有怎样的关键洞见。
- Anti-guerrilla creative
Ad exec Jose Miguel Sokoloff has led a multi-year marketing campaign that's helped Colombian guerrillas realize that they are wanted back home. Full bio

Double-click the English transcript below to play the video.

00:13
So, I thought a lot about
the first word I'd say today今天,
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我想了很久该用什么词
作为今天的开场白,
00:15
and I decided决定 to say "Colombia哥伦比亚."
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我决定来谈谈“哥伦比亚”。
00:18
And the reason原因, I don't know
how many许多 of you have visited参观 Colombia哥伦比亚,
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至于原因嘛,我不知道你们中
有多少人去过哥伦比亚,
00:22
but Colombia哥伦比亚 is just north
of the border边境 with Brazil巴西.
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哥伦比亚与巴西北部接壤,
00:25
It's a beautiful美丽 country国家
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是个非常美丽的国家。
00:26
with extraordinary非凡 people,
like me and others其他 -- (Laughter笑声) --
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那里生活着非凡的人民,
像我还有其他人一样,(笑声)
00:29
and it's populated人口稠密
with incredible难以置信 fauna动物区系, flora植物群.
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那里遍布着各种珍奇的动物和植被。
00:35
It's got water; it's got everything
to be the perfect完善 place地点.
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那里有丰富的水资源,
那里拥有成为完美之地的所有条件。
00:39
But we have a few少数 problems问题.
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但也存在一些问题。
00:41
You may可能 have heard听说 of some of them.
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你也许听说过其中一些。
00:42
We have the oldest最老的
standing常设 guerrilla游击队 in the world世界.
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我们有着世界上历史最悠久的游击队,
00:46
It's been around for over 50 years年份,
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持续活跃已超过50年,
00:48
which哪一个 means手段 that in my lifetime一生,
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这意味着在我迄今为止的人生中,
00:51
I have never lived生活 one day
of peace和平 in my country国家.
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这个国家从未享受过一天的和平。
00:56
This guerrilla游击队 -- and the main主要 group
is the FARCFARC guerrillas游击队,
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这支游击队主体上隶属于FARC,
00:59
Revolutionary革命的 Armed武装 Forces军队 of Colombia哥伦比亚 --
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即“哥伦比亚革命武装军”,
01:02
they have financed资助 their war战争
by kidnapping绑架, by extortion敲诈,
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他们通过绑架和敲诈勒索
来筹募战争经费,
01:09
by getting得到 into the drug药物 trade贸易,
by illegal非法 mining矿业.
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毒品交易和非法采矿
也是他们牟利的手段。
01:13
There has been terrorism恐怖主义.
There have been random随机 bombs炸弹.
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恐怖主义和随处爆炸的炸弹
也存在于日常生活当中。
01:17
So it's not good.
It's not really good.
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情况不容乐观,其实非常糟糕。
01:21
And if you look at the human人的 cost成本
of this war战争 over 50 years年份,
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让我们来看看在过去50年来
战争的人道成本,
01:26
we have had more than
5.7 million百万 displaced流离失所 population人口.
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超过570万人流离失所,
01:31
It's one of the biggest最大 displaced流离失所
populations人群 in the world世界,
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这是世界上规模最大的
流离人口数字之一。
01:34
and this conflict冲突 has cost成本
over 220,000 lives生活.
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武装冲突还让22万人失去了生命,
01:38
So it's a little bit like
the Bol波尔ívarVAR wars战争 again.
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像又一次经历了玻利瓦尔革命战争,
01:41
It's a lot of people who
have died死亡 unnecessarily不必要的.
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造成了大量不必要的死亡。
01:44
We are now in the middle中间 of peace和平 talks会谈,
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目前我们正处于和平谈判的进程中,
01:47
and we've我们已经 been trying to help
resolve解决 this problem问题 peacefully安然,
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我们一直竭力于和平地解决
存在的问题,
01:51
and as part部分 of that,
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作为努力的一部分,
01:52
we decided决定 to try something
completely全然 lateral and different不同:
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我们决定从侧面尝试一些
完全不同的策略:
01:56
Christmas圣诞 lights灯火.
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圣诞灯饰。
01:58
So Christmas圣诞 lights灯火, and you're saying,
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圣诞灯饰啊,你心里一定在嘀咕,
02:01
what the hell地狱 is this guy
going to talk about?
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这家伙到底要说什么?
02:04
I am going to talk about gigantic巨大 trees树木
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我要说的是,
02:08
that we put in nine strategic战略
pathways途径 in the jungle丛林
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我们种在丛林中九条战略要道上的
参天大树,
02:14
covered覆盖 with Christmas圣诞 lights灯火.
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上面挂满了圣诞灯饰。
02:16
These trees树木 helped帮助 us
demobilize复员 331 guerrillas游击队,
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这些大树帮我们遣散了331名游击队员,
02:22
roughly大致 five percent百分
of the guerrilla游击队 force at the time.
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大约占当时游击队员人数的5%。
02:27
These trees树木 were lit发光的 up at night,
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这些树在夜晚被点亮,
02:29
and they had a sign标志 beside them
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旁边还有一个标语牌,
02:32
that said, "If Christmas圣诞 can come
to the jungle丛林, you can come home.
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上面写着:“如果圣诞降临丛林,
你就能够回家。
02:36
Demobilize复员.
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退出吧,
02:38
At Christmas圣诞, everything is possible可能."
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在圣诞节,一切皆有可能。”
02:41
So how do we know these trees树木 worked工作?
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我们怎么知道这些树起了作用呢?
02:44
Well, we got 331, which哪一个 is okay,
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现在我们有331人的成果,其实还不错,
02:46
but we also know that
not a lot of guerrillas游击队 saw them,
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但我们也知道,
并没有太多的游击队员见过这些树,
02:51
but we know that a lot of
guerrillas游击队 heard听说 about them,
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我们还知道,即便如此,
还是有很多游击队员听说过这些树。
02:54
and we know this
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我们能够得知这些,
02:55
because we are constantly经常 talking
to demobilized复员 guerrillas游击队.
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是因为我们在不断地
与退伍的游击队员对话。
02:58
So let me take you back
four years年份 before the trees树木.
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让我带你们回到
开始弄这些树的四年之前。
03:01
Four years年份 before the trees树木,
we were approached接近 by the government政府
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在这些树出现的四年前,
政府联系到了我们,
03:04
to help them come up with
a communications通讯 strategy战略
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让我们帮忙设立一个沟通战略,
03:09
to get as many许多 guerrillas游击队
as we could out of the jungle丛林.
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让尽可能多更多的游击队员离开丛林。
03:12
The government政府 had a military军事 strategy战略,
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政府有相应的军事战略、
03:14
it had a legal法律 strategy战略,
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法律战略、
03:16
it had a political政治 strategy战略, but it said,
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还有政治战略,但他们说
03:18
"We don't really have
a communications通讯 strategy战略,
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“我们没有什么沟通战略,
03:21
and it probably大概 would be
a good thing to have,"
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拥有沟通战略可能还不赖。”
03:24
so we decided决定 to
immediately立即 jump into this,
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所以我们决定马上投入这件事,
03:28
because it is an opportunity机会
to affect影响 the outcome结果 of the conflict冲突
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因为这是一次机会,
去主动影响武装冲突的结果,
03:33
with the things that we do,
with the tools工具 that we have.
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运用我们所从事的工作,
以及我们所拥有的工具。
03:38
But we didn't know very much about it.
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而我们对情况的了解的并不是很多。
03:40
We didn't understand理解 in Colombia哥伦比亚,
if you live生活 in the cities城市,
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在哥伦比亚,如果你住在城市里,
03:43
you're very far away from where
the war战争 is actually其实 happening事件,
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你其实距离战争真正发生的地方很远,
03:47
so you don't really understand理解 it,
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所以你并不会理解个中机要。
03:49
and we asked the government政府
to give us access访问
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我们向政府要求权限,
03:51
to as many许多 demobilized复员
guerrillas游击队 as possible可能.
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能够尽可能地接触到
那些退伍的游击队员。
03:53
And we talked to about 60 of them
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我们差不多与60人交谈过,
03:56
before we felt we fully充分
understood了解 the problem问题.
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才感觉完全理解了这个问题。
我们谈到了他们加入游击队的缘由,
04:01
We talked about -- they told us why
they had joined加盟 the guerrillas游击队,
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04:04
why the left the guerrillas游击队,
what their dreams were,
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离开游击队的原因,
以及他们的梦想是什么,
04:07
what their frustrations挫折 were,
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他们遇到了哪些挫折,
04:08
and from those conversations对话
came来了 the underlying底层 insight眼光
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从这些对谈中洞察到的深层次结论,
04:13
that has guided引导 this whole整个 campaign运动,
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引领了整个运动。
04:15
which哪一个 is that guerrillas游击队 are as much
prisoners囚犯 of their organizations组织
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这个结论就是:
游击队员就是他们自己组织中的囚徒,
04:21
as the people they hold保持 hostage人质.
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与那些他们绑架的人质并无两样。
04:23
And at the beginning开始, we were
so touched感动 by these stories故事,
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听到这些故事,
我们一开始觉得很受触动、
04:26
we were so amazed吃惊 by these stories故事,
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很吃惊,
04:28
that we thought that maybe
the best最好 way to talk to the guerrillas游击队
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我们就想,也许跟游击队员
最好的沟通方式就是
04:31
was to have them talk to themselves他们自己,
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让他们自己人之间进行对话,
04:34
so we recorded记录 about a hundred
different不同 stories故事 during the first year,
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所以在第一年里,
我们录下了上百个不同的故事,
04:39
and we put them on
the radio无线电 and television电视
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在广播和电视上播出,
04:41
so that the guerrillas游击队 in the jungle丛林
could hear stories故事, their stories故事,
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这样,丛林中的游击队员就能
听到这些故事,他们的故事,
04:46
or stories故事 similar类似 to theirs他们的,
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或是和他们息息相关的故事,
04:48
and when they heard听说 them,
they decided决定 to go out.
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当他们听到这些故事,会决定退出。
04:51
I want to tell you one of these stories故事.
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我给你们讲一个例子。
04:53
This person you see here
is Giovanni乔瓦尼 Andres安德烈斯.
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你看到的这个人是吉奥瓦尼•安德烈斯,
04:56
Giovanni乔瓦尼 Andres安德烈斯 is 25
when we took that picture图片.
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照这张照片时,他25岁。
04:59
He had been seven years年份 in the guerrilla游击队,
and he had demobilized复员 very recently最近.
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他曾经当了七年的游击队员,
最近刚刚退出。
05:04
His story故事 is the following以下:
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他的故事是这样的:
05:06
He was recruited应征 when he was 17,
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他在17岁时应招进入游击队,
05:09
and sometime某时 later后来,
in his squadron, if you will,
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过了一阵子,他的“连队”里
05:15
this beautiful美丽 girl女孩 was recruited应征,
and they fell下跌 in love.
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来了一位美丽的女孩,他们相爱了。
05:20
Their conversations对话 were about
what their family家庭 was going to be like,
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他们谈到自己的小家庭会是什么样子,
05:24
what their kids'孩子们 names would be,
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他们的孩子会叫什么名字,
05:26
how their life would be
when they left the guerrilla游击队.
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他们离开游击队后会过上什么样的生活。
05:29
But it turns out
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然而,
05:30
that love is very strictly严格 forbidden被禁止
in the lower降低 ranks行列 of the guerrilla游击队,
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低级别的游击队员是严禁恋爱的,
05:34
so their romance浪漫 was discovered发现
and they were separated分离.
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他们的恋情被发现后,俩人就被分开了。
05:37
He was sent发送 very far away,
and she was left behind背后.
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他被遣送到很远的地方,
而她则被留了下来。
05:40
She was very familiar with the territory领土,
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她十分熟悉当地的地形,
05:43
so one night, when she was on guard守卫,
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所以在她负责守夜的某个晚上,
05:46
she just left,
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她逃脱了,
05:47
and she went to the army军队, she demobilized复员,
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到军队投诚。
05:51
and she was one of the persons
that we had the fortune幸运 to talk to,
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我们有幸与她对话,
05:55
and we were really touched感动 by this story故事,
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因她的故事而深受感动,
05:57
so we made制作 a radio无线电 spot,
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我们为之做了一个广播节目,
05:59
and it turns out, by chance机会,
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但我们未曾想到,
06:02
that far away, many许多,
many许多 kilometers公里 north,
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在很多公里以北的远方,
06:06
he heard听说 her on the radio无线电,
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这个节目被他听到了。
06:09
and when he heard听说 her on the radio无线电,
he said, "What am I doing here?
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当他听到广播中她的声音时,
他对自己说:“我究竟在干嘛?
06:14
She had the balls to get out.
I need to do the same相同 thing."
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她有那样的勇气脱离困境,
我也要做同样的事。
06:19
And he did.
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于是他也逃了。
06:20
He walked for two days and two nights,
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他整整走了两天两夜,
06:23
and he risked冒险 his life and he got out,
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冒着生命危险终于逃脱了,
06:26
and the only thing
he wanted was to see her.
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只是想要去见她,
06:29
The only thing that was
in his mind心神 was to see her.
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这是他唯一的念头。
06:32
The story故事 was, they did meet遇到.
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故事的结局是,他们见面了。
06:35
I know you're wondering想知道 if they did meet遇到.
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我知道你们想问他们有没有重聚,
06:38
They did meet遇到.
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他们确实见到彼此了。
06:39
She had been recruited应征 when she was 15,
and she left when she was 17,
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她进游击队的时候15岁,
逃脱的时候17岁,
06:43
so there were a lot
of other complications并发症,
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可以想见其中艰辛曲折,
06:45
but they did eventually终于 meet遇到.
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但他们最终还是见到了彼此。
我不知道他们现在是不是还在一起,
不过可以回去查查。(笑声)
06:47
I don't know if they're together一起 now,
but I can find out. (Laughter笑声)
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06:52
But what I can tell you is that
our radio无线电 strategy战略 was working加工.
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但我能告诉你们,
我们的广播策略确实起效了。
07:00
The problem问题 is that it was working加工
in the lower降低 ranks行列 of the guerrilla游击队.
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不过问题在于,这个策略只在
级别较低的游击队员中起效,
07:04
It was not working加工 with the commanders指挥官,
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对于指挥官就没什么效果,
07:06
the people that are
more difficult to replace更换,
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他们是更难被替代的人。
07:08
because you can easily容易 recruit
but you can't get the older旧的 commanders指挥官.
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因为招募队员容易,
而指挥官只能内部培养。
07:14
So we thought, well,
we'll use the same相同 strategy战略.
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所以我们想,好吧,可以用同样的策略,
07:17
We'll have commanders指挥官
talking to commanders指挥官.
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让指挥官与指挥官对话。
07:20
And we even went as far
as asking ex-commanders前指挥官 of the guerrilla游击队
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我们甚至让从前是游击队指挥官的人,
07:24
to fly on helicopters直升机 with microphones麦克风
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坐上直升机,用麦克风喊话,
07:26
telling告诉 the people that
used to fight斗争 with them,
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告诉那些曾经和他们并肩作战的人们,
07:30
"There is a better life out there,"
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”外面的生活更美好,“
07:32
"I'm doing good,"
"This is not worth价值 it," etc等等.
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”我现在过得很好,”
“这不值得“ 等等。
07:35
But, as you can all imagine想像,
it was very easy简单 to counteract抵消,
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不过,你们都能想象到,
这个方法不太奏效。
07:40
because what was
the guerrilla游击队 going to say?
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游击队可以说:
07:42
"Yeah, right, if he doesn't do that,
he's going to get killed杀害."
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“对呀,如果他不照做,
可能会被(政府军)杀掉。”
07:45
So it was easy简单, so we were
suddenly突然 left with nothing,
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这样狡辩的确很容易,
很快我们就只能无功而返,
07:50
because the guerrilla游击队
were spreading传播 the word
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因为游击队开始到处宣传说
07:52
that all of those things are doneDONE
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所有这些招安的说辞
07:55
because if they don't do it,
they're in danger危险.
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都是被迫的,
说话的人正处于危险之中。
08:00
And somebody, some
brilliant辉煌 person in our team球队,
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我们团队里有个天才
08:03
came来了 back and said,
"You know what I noticed注意到?
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回来之后说:“知道我看出什么了吗?
08:07
I noticed注意到 that around Christmastime圣诞节的时候,
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我发现圣诞节期间
08:10
there have been peaks of demobilization复员
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正是他们退出游击队的高潮,
08:13
since以来 this war战争 has started开始."
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从这场战争开始的时候就一直如此。”
08:16
And that was incredible难以置信,
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这真是不可思议,
08:19
because that led us to think
that we needed需要 to talk to the human人的 being存在
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这让我们认识到对话的另一方是“人”,
08:24
and not to the soldier士兵.
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而非“士兵”。
08:26
We needed需要 to step away from talking
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我们要避免
08:28
from government政府 to army军队,
from army军队 to army军队,
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政府对军队、或是军队对军队
这些形式的对话,
08:33
and we needed需要 to talk
about the universal普遍 values,
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我们要说的是普世价值,
08:36
and we needed需要 to talk about humanity人性.
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我们要说的是人性。
08:39
And that was when
the Christmas圣诞 tree happened发生.
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圣诞树的点子就这样应运而生。
08:42
This picture图片 that I have here,
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这张照片上
08:44
you see this is the planning规划
of the Christmas圣诞 trees树木,
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展示的是圣诞树的规划阶段,
08:47
and that man you see there
with the three stars明星,
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这个戴着三颗星的男人
08:51
he's Captain队长 Juan胡安 Manuel曼努埃尔 Valdez瓦尔迪兹.
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是胡安•马纽埃尔•瓦尔迪兹上尉。
08:53
Captain队长 Valdez瓦尔迪兹 was the first
high-ranking高级 official官方
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瓦尔迪兹上尉是第一个
08:58
to give us the helicopters直升机
and the support支持 we needed需要
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为我们提供直升机和
其他支持的高级军官,
09:02
to put these Christmas圣诞 trees树木 up,
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立起了这些圣诞树。
09:05
and he said in that meeting会议
something that I will never forget忘记.
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他在这次会议上说的话,
我永远不会忘记。
09:08
He said, "I want to do this
because being存在 generous慷慨 makes品牌 me stronger,
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他说:“我之所以要这样做,
是因为慷慨让我更强,
09:15
makes品牌 my men男人 feel stronger."
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让我的队伍更强。”
09:17
And I get very emotional情绪化
when I remember记得 him
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每当我想起他都很感慨,
09:20
because he was killed杀害 later后来 in combat战斗
and we really miss小姐 him,
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因为他在后来的一次战斗中牺牲了,
我们真的很想念他,
09:25
but I wanted you all to see him,
because he was really, really important重要.
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但我想让你们都看看,
他是多么的重要。
09:31
He gave us all the support支持
to put up the first Christmas圣诞 trees树木.
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第一批圣诞树的成功放置
全要归功于他。
09:35
What happened发生 later后来 is that
the guerrillas游击队 who came来了 out
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后来,那些在圣诞树亮灯期间
09:38
during the Christmas圣诞 tree
operation手术 and all of that
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逃出来的游击队员说:
09:41
said, "That's really good,
Christmas圣诞 trees树木 are really cool,
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“太好了,那些圣诞树很酷,
09:45
but you know what?
We really don't walk步行 anymore.
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不过你们知道吗?
我们已经不再在陆地上走动了,
09:48
We use rivers河流."
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我们转移到河上行动了。”
09:49
So rivers河流 are the highways公路 of the jungle丛林,
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河流就像丛林中的高速路,
09:52
and this is something we learned学到了,
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我们了解到了这点,
09:55
and most of the recruiting招聘 was being存在 doneDONE
in and around the river villages村庄.
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而且大多数的招募工作,
都是在河边的村庄一带进行的。
10:00
So we went to these river villages村庄,
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于是我们深入那些河边的村庄,
10:02
and we asked the people,
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对村民进行询问,
10:04
and probably大概 some of them were
direct直接 acquaintances熟人 of the guerrillas游击队.
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他们中的一些人很可能就
认识那些游击队员。
10:07
We asked them, "Can you send发送
guerrillas游击队 a message信息?"
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我们问道:
“你们有什么话要捎给游击队员吗?”
10:11
We collected over 6,000 messages消息.
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我们搜集到六千多条讯息,
10:15
Some of them were notes笔记 saying, get out.
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一些是写着“出来吧”等字样的纸条,
10:18
Some of them were toys玩具.
Some of them were candy糖果.
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一些是玩具,一些是糖果,
10:20
Even people took off their jewelry首饰,
their little crosses十字架 and religious宗教 things,
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有些人甚至摘下身上的首饰、十字架和
别的一些宗教饰品,
10:24
and put them in these floating漂浮的 balls
that we sent发送 down the rivers河流
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安置在我们在河面上播撒的
这些漂浮球里,
10:30
so that they could be picked采摘的 up at night.
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在夜晚就可以被捞起。
10:32
And we sent发送 thousands数千
of these down the rivers河流,
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我们在河中放出了几千个这样的漂浮球,
10:35
and then picked采摘的 them up
later后来 if they weren't.
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过后回收那些没被捡走的。
10:37
But lots of them were picked采摘的 up.
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大量的漂浮球都被捡走了。
10:38
This generated产生, on average平均,
a demobilization复员 every一切 six hours小时,
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这项举措平均每六小时能
“劝”回一个游击队员,
10:43
so this was incredible难以置信 and it was about:
Come home at Christmas圣诞.
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效果惊人。
这里的核心讯息就是:在圣诞回家。
10:49
Then came来了 the peace和平 process处理,
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然后和谈进程启动,
10:53
and when the peace和平 process处理 started开始,
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一旦和谈进程启动,
10:55
the whole整个 mindset心态
of the guerrilla游击队 changed.
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整个游击队的心态都发生了改变。
10:57
And it changed because
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这种改变的原因在于
11:00
it makes品牌 you think, "Well,
if there's a peace和平 process处理,
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它让你思考:“如果和谈开始,
11:03
this is probably大概 going to be over.
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战乱就可能会终结。
11:04
At some point I'm going to get out."
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在某个时刻我就能摆脱这里了。”
11:07
And their fears恐惧 completely全然 changed,
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他们的恐惧完全改观了,
11:09
and their fears恐惧 were not about,
"Am I going to get killed杀害?"
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他们不再害怕“我是不是要被杀了?”
11:12
Their fears恐惧 were, "Am I
going to be rejected拒绝?
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他们的恐惧变成了“我会不会被拒绝?
11:16
When I get out of this,
am I going to be rejected拒绝?"
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如果我想回归社会,会不会被拒绝?“
11:18
So the past过去 Christmas圣诞,
what we did was we asked --
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于是去年圣诞节,
11:22
we found发现 27 mothers母亲 of guerrillas游击队,
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我们找到了27名游击队员的母亲,
11:25
and we asked them to give us
pictures图片 of their children孩子,
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请求她们把子女小时候的照片给我们,
11:29
when they only could recognize认识 themselves他们自己,
so as not to put their lives生活 in danger危险,
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因为只有游击队员自己能认出这些照片,
所以他们的性命应该没有危险,
11:34
and we asked them to give
the most motherly母爱 message信息 you can get,
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我们还请求她们做出最具母性的表态,
11:38
which哪一个 is, "Before you were a guerrilla游击队,
you were my child儿童,
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那就是,“就算你是游击队员,
你首先是我的孩子,
11:43
so come home, I'm waiting等候 for you."
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回家吧,我在等你。”
11:45
You can see the pictures图片 here.
I'll show显示 you a couple一对.
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我给你们看看其中的一些照片。
11:48
(Applause掌声)
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(掌声)
11:49
Thank you.
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谢谢。
11:55
And these pictures图片 were placed放置
in many许多 different不同 places地方,
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这些照片被张贴在各种不同的地点,
12:00
and a lot of them came来了 back,
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很多游击队员因此退出了,
12:05
and it was really, really beautiful美丽.
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那副景象实在是美不胜收。
12:08
And then we decided决定 to work with society社会.
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我们随后决定与社区合作。
12:11
So we did mothers母亲 around Christmastime圣诞节的时候.
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在圣诞期间做了母亲留言的活动。
12:14
Now let's talk about
the rest休息 of the people.
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现在,让我们来看看其他人。
12:17
And you may可能 be aware知道的 of this or not,
but there was a World世界 Cup杯子 this year,
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你们也许知道,今年有世界杯,
12:22
and Colombia哥伦比亚 played发挥 really well,
and it was a unifying统一 moment时刻 for Colombia哥伦比亚.
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哥伦比亚的成绩非常出色,
这正是团结哥伦比亚的绝好时机。
12:29
And what we did was tell the guerrillas游击队,
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我们向游击队员提出:
12:33
"Come, get out of the jungle丛林.
We're saving保存 a place地点 for you."
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“回来吧,从丛林里出来,
我们为你留着位子。”
12:37
So this was television电视, this was
all different不同 types类型 of media媒体 saying,
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这个活动是通过电视和其他
各种媒体渠道来表达
12:42
"We are saving保存 a place地点 for you."
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“我们为你留着位子”。
12:45
The soldier士兵 here in the commercial广告 says,
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这个广告里的军人在说,
12:48
"I'm saving保存 a place地点 for you
right here in this helicopter直升机
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“就在这架直升机上,我为你留着位子,
12:51
so that you can get out of this jungle丛林
and go enjoy请享用 the World世界 Cup杯子."
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从丛林走出来去享受世界杯吧。“
12:54
Ex-football前足球 players玩家, radio无线电 announcers主持人,
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前足球运动员、电台主播,
12:58
everybody每个人 was saving保存
a place地点 for the guerrilla游击队.
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所有人都为游击队员留出了一席之地。
13:00
So since以来 we started开始 this work
a little over eight years年份 ago,
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从八年多以前,
我们开始介入说服游击队员的工作以来,
13:05
17,000 guerrillas游击队 have demobilized复员.
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已有一万七千多人主动退出了游击队。
13:08
I do not -- (Applause掌声)
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我并不——(鼓掌)
13:12
Thank you.
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哦,谢谢。
13:15
I don't want to say in any way
that it only has to do with what we do,
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我不想说这项成果都要
归功于我们的工作,
13:23
but what I do know is that our work
and the work that we do
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但我可以肯定,
我们的工作和所付出的努力,
13:30
may可能 have helped帮助 a lot of them
start开始 thinking思维 about demobilization复员,
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可能催生了很多人主动退出的念头,
13:35
and it may可能 have helped帮助 a lot of them
take the final最后 decision决定.
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可能是他们做出最后决定的动力。
13:39
If that is true真正, advertising广告 is still
one of the most powerful强大 tools工具 of change更改
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如果真是如此,那么广告仍旧可以说是
我们现有的催生变革的工具当中
13:45
that we have available可得到.
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最强有力的一个。
13:47
And I speak说话 not only my behalf代表,
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我并不是只代表自己,
13:50
but on behalf代表 of all
the colleagues同事 I see here
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我还要代表在座的所有
13:53
who work in advertising广告,
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广告行业的同僚,
13:54
and of all the team球队 that has
worked工作 with me to do this,
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以及所有在这个项目中我合作过的团队,
13:58
that if you want to change更改 the world世界,
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如果你想改变世界,
14:02
or if you want to achieve实现
peace和平, please call us.
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或者想实现和平,
请给我们打电话。
14:04
We'd星期三 love to help.
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我们很乐意帮忙。
14:06
Thank you.
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谢谢大家。
14:07
(Applause掌声)
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(鼓掌)
Translated by Karen SONG
Reviewed by Yuan Ma

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ABOUT THE SPEAKER
Jose Miguel Sokoloff - Anti-guerrilla creative
Ad exec Jose Miguel Sokoloff has led a multi-year marketing campaign that's helped Colombian guerrillas realize that they are wanted back home.

Why you should listen
Jose Miguel Sokoloff knows what it's like to go into a jungle to make a commercial in a Black Hawk helicopter surrounded by soldiers with machine guns. In the last few years he has planned and realized pro-bono ad campaigns on behalf of the Ministry of Defense against the guerrilla war in Colombia -- to persuade FARC guerrillas to demoblize.
 
Realizing that a guerrillero is as much a prisoner of his organization as are his hostages, Sokoloff and his team played on the promise of freedom. At Christmas 2010, his agency, Lowe-SSP3 Colombia, placed nine decorated holiday trees in the jungle near a banner ad that read: "If Christmas can come to the jungle, you can come home. Demobilize." It won gold at Cannes Lions -- but the most important prize was that it succeeded in its intent, creating a spike in demobilization rates.
 
The following year the agency planned a poetic campaign called "Rivers of Light" (Operación Ríos de Luz), which floated a raft of glowing plastic balls, filled with gifts and messages from family, down rivers that the revolutionaries typically travel. Christmas 2012's campaign, "Operation Bethlehem," lit up wayfinding "stars" over local villages, offering defectors a route back.
 
Meanwhile, Sokoloff's agency also handles large global consumer clients like Unilever, as well as the Colombian newspaper El Espectador.
More profile about the speaker
Jose Miguel Sokoloff | Speaker | TED.com