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
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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。
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. Full bio
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,
the first word I'd say today,
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我想了很久该用什么词
作为今天的开场白，
作为今天的开场白，
00:15
and I decided to say "Colombia."
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我决定来谈谈“哥伦比亚”。
00:18
And the reason, I don't know
how many of you have visited Colombia,
how many of you have visited Colombia,
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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，
有多少人去过哥伦比亚，
00:22
but Colombia is just north
of the border with Brazil.
of the border with Brazil.
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哥伦比亚与巴西北部接壤，
00:25
It's a beautiful country
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是个非常美丽的国家。
00:26
with extraordinary people,
like me and others -- (Laughter) --
like me and others -- (Laughter) --
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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）
像我还有其他人一样，（笑声）
00:29
and it's populated
with incredible fauna, flora.
with incredible fauna, flora.
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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 place.
to be the perfect place.
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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。
那里拥有成为完美之地的所有条件。
00:39
But we have a few problems.
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但也存在一些问题。
00:41
You may have heard of some of them.
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你也许听说过其中一些。
00:42
We have the oldest
standing guerrilla in the world.
standing guerrilla in the world.
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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,
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持续活跃已超过50年，
00:48
which means that in my lifetime,
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这意味着在我迄今为止的人生中，
00:51
I have never lived one day
of peace in my country.
of peace in my country.
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这个国家从未享受过一天的和平。
00:56
This guerrilla -- and the main group
is the FARC guerrillas,
is the FARC guerrillas,
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这支游击队主体上隶属于FARC，
00:59
Revolutionary Armed Forces of Colombia --
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即“哥伦比亚革命武装军”，
01:02
they have financed their war
by kidnapping, by extortion,
by kidnapping, by extortion,
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他们通过绑架和敲诈勒索
来筹募战争经费，
来筹募战争经费，
01:09
by getting into the drug trade,
by illegal mining.
by illegal mining.
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毒品交易和非法采矿
也是他们牟利的手段。
也是他们牟利的手段。
01:13
There has been terrorism.
There have been random bombs.
There have been random bombs.
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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。
也存在于日常生活当中。
01:17
So it's not good.
It's not really 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 cost
of this war over 50 years,
of this war over 50 years,
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让我们来看看在过去50年来
战争的人道成本，
战争的人道成本，
01:26
we have had more than
5.7 million displaced population.
5.7 million displaced population.
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超过570万人流离失所，
01:31
It's one of the biggest displaced
populations in the world,
populations in the world,
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这是世界上规模最大的
流离人口数字之一。
流离人口数字之一。
01:34
and this conflict has cost
over 220,000 lives.
over 220,000 lives.
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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 Bolívar wars again.
the Bolívar wars 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 unnecessarily.
have died unnecessarily.
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造成了大量不必要的死亡。
01:44
We are now in the middle of peace talks,
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目前我们正处于和平谈判的进程中，
01:47
and we've been trying to help
resolve this problem peacefully,
resolve this problem peacefully,
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我们一直竭力于和平地解决
存在的问题，
存在的问题，
01:51
and as part of that,
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作为努力的一部分，
01:52
we decided to try something
completely lateral and different:
completely lateral and different:
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我们决定从侧面尝试一些
完全不同的策略：
完全不同的策略：
01:56
Christmas lights.
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圣诞灯饰。
01:58
So Christmas lights, 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 is this guy
going to talk about?
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 trees
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我要说的是，
02:08
that we put in nine strategic
pathways in the jungle
pathways in the jungle
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我们种在丛林中九条战略要道上的
参天大树，
参天大树，
02:14
covered with Christmas lights.
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上面挂满了圣诞灯饰。
02:16
These trees helped us
demobilize 331 guerrillas,
demobilize 331 guerrillas,
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这些大树帮我们遣散了331名游击队员，
02:22
roughly five percent
of the guerrilla force at the time.
of the guerrilla 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 were lit up at night,
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这些树在夜晚被点亮，
02:29
and they had a sign beside them
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旁边还有一个标语牌，
02:32
that said, "If Christmas can come
to the jungle, you can come home.
to the jungle, 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。
你就能够回家。
02:36
Demobilize.
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退出吧，
02:38
At Christmas, everything is possible."
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在圣诞节，一切皆有可能。”
02:41
So how do we know these trees worked?
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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 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 saw them,
not a lot of guerrillas 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，
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 heard about them,
guerrillas heard 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。
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 talking
to demobilized guerrillas.
to demobilized guerrillas.
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是因为我们在不断地
与退伍的游击队员对话。
与退伍的游击队员对话。
02:58
So let me take you back
four years before the trees.
four years before the trees.
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让我带你们回到
开始弄这些树的四年之前。
开始弄这些树的四年之前。
03:01
Four years before the trees,
we were approached by the government
we were approached by the government
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在这些树出现的四年前，
政府联系到了我们，
政府联系到了我们，
03:04
to help them come up with
a communications strategy
a communications strategy
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让我们帮忙设立一个沟通战略，
03:09
to get as many guerrillas
as we could out of the jungle.
as we could out of the jungle.
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让尽可能多更多的游击队员离开丛林。
03:12
The government had a military strategy,
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政府有相应的军事战略、
03:14
it had a legal strategy,
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法律战略、
03:16
it had a political strategy, 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 strategy,
a communications strategy,
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“我们没有什么沟通战略，
03:21
and it probably would be
a good thing to have,"
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 to
immediately jump into this,
immediately 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
to affect the outcome of the conflict
to affect the outcome of the conflict
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因为这是一次机会，
去主动影响武装冲突的结果，
去主动影响武装冲突的结果，
03:33
with the things that we do,
with the tools that we have.
with the tools 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。
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 in Colombia,
if you live in the cities,
if you live in the cities,
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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 is actually happening,
the war is actually happening,
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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 it,
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所以你并不会理解个中机要。
03:49
and we asked the government
to give us access
to give us access
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我们向政府要求权限，
03:51
to as many demobilized
guerrillas as possible.
guerrillas as possible.
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能够尽可能地接触到
那些退伍的游击队员。
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
understood the problem.
understood the problem.
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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 the guerrillas,
they had joined the guerrillas,
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04:04
why the left the guerrillas,
what their dreams were,
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，
以及他们的梦想是什么，
04:07
what their frustrations were,
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他们遇到了哪些挫折，
04:08
and from those conversations
came the underlying insight
came the underlying insight
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从这些对谈中洞察到的深层次结论，
04:13
that has guided this whole campaign,
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引领了整个运动。
04:15
which is that guerrillas are as much
prisoners of their organizations
prisoners of their organizations
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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，
游击队员就是他们自己组织中的囚徒，
04:21
as the people they hold hostage.
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与那些他们绑架的人质并无两样。
04:23
And at the beginning, we were
so touched by these stories,
so touched by these stories,
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听到这些故事，
我们一开始觉得很受触动、
我们一开始觉得很受触动、
04:26
we were so amazed by these stories,
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很吃惊，
04:28
that we thought that maybe
the best way to talk to the guerrillas
the best way to talk to the guerrillas
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我们就想，也许跟游击队员
最好的沟通方式就是
最好的沟通方式就是
04:31
was to have them talk to themselves,
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让他们自己人之间进行对话，
04:34
so we recorded about a hundred
different stories during the first year,
different stories 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，
我们录下了上百个不同的故事，
04:39
and we put them on
the radio and television
the radio and television
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在广播和电视上播出，
04:41
so that the guerrillas in the jungle
could hear stories, their stories,
could hear stories, their stories,
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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，
听到这些故事，他们的故事，
04:46
or stories similar to theirs,
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或是和他们息息相关的故事，
04:48
and when they heard them,
they decided to go out.
they decided 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.
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我给你们讲一个例子。
04:53
This person you see here
is Giovanni Andres.
is Giovanni Andres.
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你看到的这个人是吉奥瓦尼•安德烈斯，
04:56
Giovanni Andres is 25
when we took that picture.
when we took that picture.
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照这张照片时，他25岁。
04:59
He had been seven years in the guerrilla,
and he had demobilized very recently.
and he had demobilized very recently.
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他曾经当了七年的游击队员，
最近刚刚退出。
最近刚刚退出。
05:04
His story is the following:
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他的故事是这样的：
05:06
He was recruited when he was 17,
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他在17岁时应招进入游击队，
05:09
and sometime later,
in his squadron, if you will,
in his squadron, if you will,
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过了一阵子，他的“连队”里
05:15
this beautiful girl was recruited,
and they fell in love.
and they fell in love.
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来了一位美丽的女孩，他们相爱了。
05:20
Their conversations were about
what their family was going to be like,
what their family 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' 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.
when they left the guerrilla.
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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 forbidden
in the lower ranks of the guerrilla,
in the lower ranks of the guerrilla,
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低级别的游击队员是严禁恋爱的，
05:34
so their romance was discovered
and they were separated.
and they were separated.
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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 very far away,
and she was left behind.
and she was left behind.
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他被遣送到很远的地方，
而她则被留了下来。
而她则被留了下来。
05:40
She was very familiar with the territory,
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她十分熟悉当地的地形，
05:43
so one night, when she was on guard,
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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, she demobilized,
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到军队投诚。
05:51
and she was one of the persons
that we had the fortune to talk to,
that we had the fortune to talk to,
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我们有幸与她对话，
05:55
and we were really touched by this story,
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因她的故事而深受感动，
05:57
so we made a radio 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,
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但我们未曾想到，
06:02
that far away, many,
many kilometers north,
many kilometers north,
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在很多公里以北的远方，
06:06
he heard her on the radio,
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这个节目被他听到了。
06:09
and when he heard her on the radio,
he said, "What am I doing here?
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？
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 thing."
I need to do the same thing."
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她有那样的勇气脱离困境，
我也要做同样的事。
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 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.
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 was to see her.
in his mind was to see her.
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这是他唯一的念头。
06:32
The story was, they did meet.
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故事的结局是，他们见面了。
06:35
I know you're wondering if they did meet.
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我知道你们想问他们有没有重聚，
06:38
They did meet.
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他们确实见到彼此了。
06:39
She had been recruited when she was 15,
and she left when she was 17,
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，
逃脱的时候17岁，
06:43
so there were a lot
of other complications,
of other complications,
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可以想见其中艰辛曲折，
06:45
but they did eventually meet.
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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）
不过可以回去查查。（笑声）
06:47
I don't know if they're together now,
but I can find out. (Laughter)
but I can find out. (Laughter)
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06:52
But what I can tell you is that
our radio strategy was working.
our radio strategy was working.
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但我能告诉你们，
我们的广播策略确实起效了。
我们的广播策略确实起效了。
07:00
The problem is that it was working
in the lower ranks of the guerrilla.
in the lower ranks of the guerrilla.
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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，
级别较低的游击队员中起效，
07:04
It was not working with the commanders,
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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,
more difficult to replace,
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他们是更难被替代的人。
07:08
because you can easily recruit
but you can't get the older commanders.
but you can't get the older commanders.
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因为招募队员容易，
而指挥官只能内部培养。
而指挥官只能内部培养。
07:14
So we thought, well,
we'll use the same strategy.
we'll use the same strategy.
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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
talking to commanders.
talking to commanders.
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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 of the guerrilla
as asking ex-commanders of the guerrilla
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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 with microphones
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坐上直升机，用麦克风喊话，
07:26
telling the people that
used to fight with them,
used to fight 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 it," etc.
"This is not worth it," etc.
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”我现在过得很好，”
“这不值得“ 等等。
“这不值得“ 等等。
07:35
But, as you can all imagine,
it was very easy to counteract,
it was very easy to counteract,
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不过，你们都能想象到，
这个方法不太奏效。
这个方法不太奏效。
07:40
because what was
the guerrilla going to say?
the guerrilla 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."
he's going to get killed."
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“对呀，如果他不照做，
可能会被（政府军）杀掉。”
可能会被（政府军）杀掉。”
07:45
So it was easy, so we were
suddenly left with nothing,
suddenly 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，
很快我们就只能无功而返，
07:50
because the guerrilla
were spreading the word
were spreading 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 done
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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.
they're in danger.
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都是被迫的，
说话的人正处于危险之中。
说话的人正处于危险之中。
08:00
And somebody, some
brilliant person in our team,
brilliant person in our team,
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我们团队里有个天才
08:03
came back and said,
"You know what I noticed?
"You know what I noticed?
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回来之后说：“知道我看出什么了吗？
08:07
I noticed that around Christmastime,
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我发现圣诞节期间
08:10
there have been peaks of demobilization
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正是他们退出游击队的高潮，
08:13
since this war has started."
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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,
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这真是不可思议，
08:19
because that led us to think
that we needed to talk to the human being
that we needed to talk to the human being
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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.
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而非“士兵”。
08:26
We needed to step away from talking
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我们要避免
08:28
from government to army,
from army to army,
from army to army,
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政府对军队、或是军队对军队
这些形式的对话，
这些形式的对话，
08:33
and we needed to talk
about the universal values,
about the universal values,
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我们要说的是普世价值，
08:36
and we needed to talk about humanity.
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我们要说的是人性。
08:39
And that was when
the Christmas tree happened.
the Christmas tree happened.
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圣诞树的点子就这样应运而生。
08:42
This picture that I have here,
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这张照片上
08:44
you see this is the planning
of the Christmas trees,
of the Christmas trees,
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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,
with the three stars,
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这个戴着三颗星的男人
08:51
he's Captain Juan Manuel Valdez.
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是胡安•马纽埃尔•瓦尔迪兹上尉。
08:53
Captain Valdez was the first
high-ranking official
high-ranking official
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瓦尔迪兹上尉是第一个
08:58
to give us the helicopters
and the support we needed
and the support we needed
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为我们提供直升机和
其他支持的高级军官，
其他支持的高级军官，
09:02
to put these Christmas trees up,
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立起了这些圣诞树。
09:05
and he said in that meeting
something that I will never forget.
something that I will never forget.
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他在这次会议上说的话，
我永远不会忘记。
我永远不会忘记。
09:08
He said, "I want to do this
because being generous makes me stronger,
because being generous makes 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，
是因为慷慨让我更强，
09:15
makes my men feel stronger."
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让我的队伍更强。”
09:17
And I get very emotional
when I remember him
when I remember him
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每当我想起他都很感慨，
09:20
because he was killed later in combat
and we really miss him,
and we really miss 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，
我们真的很想念他，
09:25
but I wanted you all to see him,
because he was really, really important.
because he was really, really important.
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但我想让你们都看看，
他是多么的重要。
他是多么的重要。
09:31
He gave us all the support
to put up the first Christmas trees.
to put up the first Christmas trees.
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第一批圣诞树的成功放置
全要归功于他。
全要归功于他。
09:35
What happened later is that
the guerrillas who came out
the guerrillas who came out
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后来，那些在圣诞树亮灯期间
09:38
during the Christmas tree
operation and all of that
operation 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 trees are really cool,
Christmas trees 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 anymore.
We really don't walk 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，
我们已经不再在陆地上走动了，
09:48
We use rivers."
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我们转移到河上行动了。”
09:49
So rivers are the highways of the jungle,
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河流就像丛林中的高速路，
09:52
and this is something we learned,
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我们了解到了这点，
09:55
and most of the recruiting was being done
in and around the river villages.
in and around the river villages.
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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。
都是在河边的村庄一带进行的。
10:00
So we went to these river villages,
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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 some of them were
direct acquaintances of the guerrillas.
direct acquaintances of the guerrillas.
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3354
他们中的一些人很可能就
认识那些游击队员。
认识那些游击队员。
10:07
We asked them, "Can you send
guerrillas a message?"
guerrillas a message?"
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我们问道：
“你们有什么话要捎给游击队员吗？”
“你们有什么话要捎给游击队员吗？”
10:11
We collected over 6,000 messages.
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我们搜集到六千多条讯息，
10:15
Some of them were notes 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.
Some of them were candy.
Some of them were candy.
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一些是玩具，一些是糖果，
10:20
Even people took off their jewelry,
their little crosses and religious things,
their little crosses and religious 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，
别的一些宗教饰品，
10:24
and put them in these floating balls
that we sent down the rivers
that we sent down the rivers
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安置在我们在河面上播撒的
这些漂浮球里，
这些漂浮球里，
10:30
so that they could be picked up at night.
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在夜晚就可以被捞起。
10:32
And we sent thousands
of these down the rivers,
of these down the rivers,
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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 them up
later if they weren't.
later 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 up.
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大量的漂浮球都被捡走了。
10:38
This generated, on average,
a demobilization every six hours,
a demobilization every six hours,
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这项举措平均每六小时能
“劝”回一个游击队员，
“劝”回一个游击队员，
10:43
so this was incredible and it was about:
Come home at Christmas.
Come home at Christmas.
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效果惊人。
这里的核心讯息就是：在圣诞回家。
这里的核心讯息就是：在圣诞回家。
10:49
Then came the peace process,
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然后和谈进程启动，
10:53
and when the peace process started,
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一旦和谈进程启动，
10:55
the whole mindset
of the guerrilla changed.
of the guerrilla 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 you think, "Well,
if there's a peace process,
if there's a peace process,
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2749
它让你思考：“如果和谈开始，
11:03
this is probably 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 completely changed,
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他们的恐惧完全改观了，
11:09
and their fears were not about,
"Am I going to get killed?"
"Am I going to get killed?"
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3228
他们不再害怕“我是不是要被杀了？”
11:12
Their fears were, "Am I
going to be rejected?
going to be rejected?
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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?"
am I going to be rejected?"
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2809
如果我想回归社会，会不会被拒绝？“
11:18
So the past Christmas,
what we did was we asked --
what we did was we asked --
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于是去年圣诞节，
11:22
we found 27 mothers of guerrillas,
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3747
我们找到了27名游击队员的母亲，
11:25
and we asked them to give us
pictures of their children,
pictures of their children,
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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 themselves,
so as not to put their lives in danger,
so as not to put their lives in danger,
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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，
所以他们的性命应该没有危险，
11:34
and we asked them to give
the most motherly message you can get,
the most motherly message 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 is, "Before you were a guerrilla,
you were my child,
you were my child,
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那就是，“就算你是游击队员，
你首先是我的孩子，
你首先是我的孩子，
11:43
so come home, I'm waiting for you."
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回家吧，我在等你。”
11:45
You can see the pictures here.
I'll show you a couple.
I'll show you a couple.
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我给你们看看其中的一些照片。
11:48
(Applause)
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（掌声）
11:49
Thank you.
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谢谢。
11:55
And these pictures were placed
in many different places,
in many different places,
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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 back,
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很多游击队员因此退出了，
12:05
and it was really, really beautiful.
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那副景象实在是美不胜收。
12:08
And then we decided to work with society.
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我们随后决定与社区合作。
12:11
So we did mothers around Christmastime.
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2657
在圣诞期间做了母亲留言的活动。
12:14
Now let's talk about
the rest of the people.
the rest of the people.
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现在，让我们来看看其他人。
12:17
And you may be aware of this or not,
but there was a World Cup this year,
but there was a World Cup this year,
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你们也许知道，今年有世界杯，
12:22
and Colombia played really well,
and it was a unifying moment for Colombia.
and it was a unifying moment for Colombia.
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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。
这正是团结哥伦比亚的绝好时机。
12:29
And what we did was tell the guerrillas,
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我们向游击队员提出：
12:33
"Come, get out of the jungle.
We're saving a place for you."
We're saving a place for you."
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“回来吧，从丛林里出来，
我们为你留着位子。”
我们为你留着位子。”
12:37
So this was television, this was
all different types of media saying,
all different types of media 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
各种媒体渠道来表达
12:42
"We are saving a place for you."
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“我们为你留着位子”。
12:45
The soldier here in the commercial says,
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这个广告里的军人在说，
12:48
"I'm saving a place for you
right here in this helicopter
right here in this helicopter
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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
and go enjoy the World Cup."
and go enjoy the World Cup."
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3813
从丛林走出来去享受世界杯吧。“
12:54
Ex-football players, radio announcers,
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前足球运动员、电台主播，
12:58
everybody was saving
a place for the guerrilla.
a place for the guerrilla.
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所有人都为游击队员留出了一席之地。
13:00
So since we started this work
a little over eight years ago,
a little over eight years 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，
我们开始介入说服游击队员的工作以来，
13:05
17,000 guerrillas have demobilized.
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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)
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我并不——（鼓掌）
13:12
Thank you.
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2581
哦，谢谢。
13:15
I don't want to say in any way
that it only has to do with what we do,
that it only has to do with what we do,
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8697
我不想说这项成果都要
归功于我们的工作，
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
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，
我们的工作和所付出的努力，
13:30
may have helped a lot of them
start thinking about demobilization,
start thinking about demobilization,
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可能催生了很多人主动退出的念头，
13:35
and it may have helped a lot of them
take the final decision.
take the final decision.
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可能是他们做出最后决定的动力。
13:39
If that is true, advertising is still
one of the most powerful tools of change
one of the most powerful tools of change
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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
我们现有的催生变革的工具当中
13:45
that we have available.
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最强有力的一个。
13:47
And I speak not only my behalf,
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我并不是只代表自己，
13:50
but on behalf of all
the colleagues I see here
the colleagues I see here
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2344
我还要代表在座的所有
13:53
who work in advertising,
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广告行业的同僚，
13:54
and of all the team that has
worked with me to do this,
worked 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 the world,
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如果你想改变世界，
14:02
or if you want to achieve
peace, please call us.
peace, please call us.
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或者想实现和平，
请给我们打电话。
请给我们打电话。
14:04
We'd 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)
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（鼓掌）
ABOUT THE SPEAKER
Jose Miguel Sokoloff - Anti-guerrilla creativeAd 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 speakerRealizing 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.
Jose Miguel Sokoloff | Speaker | TED.com