TEDGlobal 2014
Jose Miguel Sokoloff: How Christmas lights helped guerrillas put down their guns
Jose Miguel Sokoloff: Como as luzes de Natal ajudaram os guerrilheiros a depor as suas armas.
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A Colômbia é uma nação de excepcional beleza e potencial. É também o país onde o movimento de guerrilha F.A.R.C incita à violência há 50 anos. "Durante a minha vida, nunca tive um dia de paz no meu país," diz Jose Miguel Sokoloff. Este publicitário executivo e a sua equipa viram uma oportunidade de conquistar os corações e as mentes dos guerrilheiros com árvores de Natal e mensagens personalizadas estrategicamente colocadas na selva. Um olhar sobre as mensagens criativas, que levaram milhares de guerrilheiros a abandonar a guerra, e sobre as descobertas fulcrais que originaram tácticas tão surpreendentes.
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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Pensei muito sobre qual seria
a primeira palavra a dizer hoje
a primeira palavra a dizer hoje
00:15
and I decided to say "Colombia."
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e decidi dizer "Colômbia."
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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A razão para o fazer...
Não sei quem aqui já visitou a Colômbia,
00:22
but Colombia is just north
of the border with Brazil.
of the border with Brazil.
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que fica a norte do Brasil.
00:25
It's a beautiful country
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É um país lindo
00:26
with extraordinary people,
like me and others -- (Laughter) --
like me and others -- (Laughter) --
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com pessoas extraordinárias,
como eu... e outros.
como eu... e outros.
(Risos)
00:29
and it's populated
with incredible fauna, flora.
with incredible fauna, flora.
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Possui uma fauna e flora
extraordinárias.
extraordinárias.
00:35
It's got water; it's got everything
to be the perfect place.
to be the perfect place.
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Tem água; tem tudo para ser
um sítio perfeito.
um sítio perfeito.
00:39
But we have a few problems.
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Mas temos alguns problemas.
Já devem ter ouvido falar de alguns.
Já devem ter ouvido falar de alguns.
00:41
You may have heard of some of them.
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00:42
We have the oldest
standing guerrilla in the world.
standing guerrilla in the world.
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Temos a guerrilha em actividade
há mais tempo do mundo inteiro.
há mais tempo do mundo inteiro.
00:46
It's been around for over 50 years,
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Existe há cerca de 50 anos,
00:48
which means that in my lifetime,
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o que significa que, durante a minha vida,
00:51
I have never lived one day
of peace in my country.
of peace in my country.
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nunca tive um dia de paz no meu país.
00:56
This guerrilla -- and the main group
is the FARC guerrillas,
is the FARC guerrillas,
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O grupo principal de guerrilha
são as FARC,
são as FARC,
00:59
Revolutionary Armed Forces of Colombia --
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as Forças Armadas
Revolucionárias da Colômbia,
Revolucionárias da Colômbia,
01:02
they have financed their war
by kidnapping, by extortion,
by kidnapping, by extortion,
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que financiam as suas operações
através de raptos, extorsão,
através de raptos, extorsão,
01:09
by getting into the drug trade,
by illegal mining.
by illegal mining.
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tráfico de droga,
e exploração ilegal de minério.
e exploração ilegal de minério.
01:13
There has been terrorism.
There have been random bombs.
There have been random bombs.
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Já houve terrorismo.
Já houve atentados à bomba aleatórios.
Já houve atentados à bomba aleatórios.
01:17
So it's not good.
It's not really good.
It's not really good.
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As coisas não estão bem.
Não estão nada bem.
Não estão nada bem.
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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Se tivermos em conta o custo humanitário
desta guerra de 50 anos,
desta guerra de 50 anos,
01:26
we have had more than
5.7 million displaced population.
5.7 million displaced population.
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tivemos mais de 5,7 milhões
de desalojados,
de desalojados,
01:31
It's one of the biggest displaced
populations in the world,
populations in the world,
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uma das maiores populações desalojadas
de todo o mundo.
de todo o mundo.
01:34
and this conflict has cost
over 220,000 lives.
over 220,000 lives.
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Este conflito custou a vida
a mais de 220 mil pessoas.
a mais de 220 mil pessoas.
01:38
So it's a little bit like
the Bolívar wars again.
the Bolívar wars again.
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É um pouco como se tivéssemos
novamente as guerras de Bolívar.
novamente as guerras de Bolívar.
01:41
It's a lot of people who
have died unnecessarily.
have died unnecessarily.
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Muitas pessoas
morreram sem necessidade.
morreram sem necessidade.
01:44
We are now in the middle of peace talks,
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Actualmente decorrem
negociações de paz
negociações de paz
01:47
and we've been trying to help
resolve this problem peacefully,
resolve this problem peacefully,
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e temos tentado ajudar a resolver
este problema de forma pacífica.
este problema de forma pacífica.
01:51
and as part of that,
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Nesse contexto,
01:52
we decided to try something
completely lateral and different:
completely lateral and different:
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decidimos tentar algo
completamente paralelo e diferente:
completamente paralelo e diferente:
01:56
Christmas lights.
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Luzes de Natal.
01:58
So Christmas lights, and you're saying,
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Vocês devem estar a dizer:
02:01
what the hell is this guy
going to talk about?
going to talk about?
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"De que raio está este tipo a falar?"
02:04
I am going to talk about gigantic trees
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Vou falar de árvores gigantescas
02:08
that we put in nine strategic
pathways in the jungle
pathways in the jungle
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que colocámos na selva,
em nove caminhos estratégicos
em nove caminhos estratégicos
02:14
covered with Christmas lights.
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decoradas com luzes de Natal.
02:16
These trees helped us
demobilize 331 guerrillas,
demobilize 331 guerrillas,
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Essas árvores ajudaram-nos
a desmobilizar 331 guerrilheiros,
a desmobilizar 331 guerrilheiros,
02:22
roughly five percent
of the guerrilla force at the time.
of the guerrilla force at the time.
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cerca de 5 por cento
das forças de guerrilha da altura.
das forças de guerrilha da altura.
02:27
These trees were lit up at night,
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As luzes das árvores
acendiam à noite
acendiam à noite
02:29
and they had a sign beside them
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e ao lado, um letreiro dizia:
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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"Se o Natal consegue chegar à selva,
tu consegues voltar para casa.
tu consegues voltar para casa.
02:36
Demobilize.
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"Desmobiliza.
02:38
At Christmas, everything is possible."
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"No Natal, tudo é possível."
02:41
So how do we know these trees worked?
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Como sabemos que as árvores funcionaram?
02:44
Well, we got 331, which is okay,
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Conseguimos 331, o que não é mau,
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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mas também sabemos
que muitos guerrilheiros não as viram
que muitos guerrilheiros não as viram
02:51
but we know that a lot of
guerrillas heard about them,
guerrillas heard about them,
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e sabemos que muitos
ouviram falar delas.
ouviram falar delas.
02:54
and we know this
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Sabemos, porque falamos constantemente
com os guerrilheiros desmobilizados.
com os guerrilheiros desmobilizados.
02:55
because we are constantly talking
to demobilized guerrillas.
to demobilized guerrillas.
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02:58
So let me take you back
four years before the trees.
four years before the trees.
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Vamos então viajar no tempo
até quatro anos antes das árvores.
até quatro anos antes das árvores.
03:01
Four years before the trees,
we were approached by the government
we were approached by the government
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Quatro anos antes,
fomos contactados pelo governo
fomos contactados pelo governo
03:04
to help them come up with
a communications strategy
a communications strategy
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para ajudar a desenvolver
uma estratégia de comunicação
uma estratégia de comunicação
com o objectivo de retirar o maior número
possível de guerrilheiros da selva.
possível de guerrilheiros da selva.
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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03:12
The government had a military strategy,
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O governo já tinha
uma estratégia militar,
uma estratégia militar,
03:14
it had a legal strategy,
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uma estratégia legal,
e uma estratégia política,
e uma estratégia política,
03:16
it had a political strategy, but it said,
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mas disseram-nos:
03:18
"We don't really have
a communications strategy,
a communications strategy,
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"Não temos uma estratégia de comunicação
03:21
and it probably would be
a good thing to have,"
a good thing to have,"
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"e, provavelmente, seria boa ideia
desenvolver uma."
desenvolver uma."
03:24
so we decided to
immediately jump into this,
immediately jump into this,
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Decidimos começar imediatamente
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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porque era uma oportunidade
de influenciar o resultado do conflito
de influenciar o resultado do conflito
03:33
with the things that we do,
with the tools that we have.
with the tools that we have.
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através daquilo que fazemos,
com as ferramentas que possuímos.
com as ferramentas que possuímos.
03:38
But we didn't know very much about it.
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Mas não sabíamos muito acerca do assunto.
03:40
We didn't understand in Colombia,
if you live in the cities,
if you live in the cities,
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Na Colômbia, se vivemos numa cidade,
03:43
you're very far away from where
the war is actually happening,
the war is actually happening,
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estamos muito longe do sítio
onde a guerra de facto existe,
onde a guerra de facto existe,
03:47
so you don't really understand it,
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portanto não a compreendemos.
03:49
and we asked the government
to give us access
to give us access
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Pedimos ao governo
para nos dar acesso
para nos dar acesso
03:51
to as many demobilized
guerrillas as possible.
guerrillas as possible.
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ao maior número possível
de guerrilheiros desmobilizados.
de guerrilheiros desmobilizados.
03:53
And we talked to about 60 of them
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Falámos com cerca de 60,
até acharmos que compreendíamos
o problema na sua totalidade.
o problema na sua totalidade.
03:56
before we felt we fully
understood the problem.
understood the problem.
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Eles contaram-nos
porque se tinham juntado à guerrilha,
porque se tinham juntado à guerrilha,
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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porque tinham abandonado a guerrilha,
quais os seus sonhos
quais os seus sonhos
04:07
what their frustrations were,
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e as suas frustrações.
04:08
and from those conversations
came the underlying insight
came the underlying insight
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Destas conversas surgiu
a percepção subjacente
a percepção subjacente
04:13
that has guided this whole campaign,
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que conduziu toda a campanha:
04:15
which is that guerrillas are as much
prisoners of their organizations
prisoners of their organizations
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Os guerrilheiros
são tão prisioneiros da organização
são tão prisioneiros da organização
04:21
as the people they hold hostage.
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como as pessoas que são feitas reféns.
04:23
And at the beginning, we were
so touched by these stories,
so touched by these stories,
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No início, ficámos tão sensibilizados
com estas histórias,
com estas histórias,
04:26
we were so amazed by these stories,
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tão espantados com elas,
que achámos que talvez a melhor maneira
de comunicar com os guerrilheiros
de comunicar com os guerrilheiros
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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04:31
was to have them talk to themselves,
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fosse levá-los a falar sobre eles mesmos.
04:34
so we recorded about a hundred
different stories during the first year,
different stories during the first year,
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Gravámos cerca de cem histórias
durante o primeiro ano
durante o primeiro ano
04:39
and we put them on
the radio and television
the radio and television
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e passámo-las na rádio e na televisão,
04:41
so that the guerrillas in the jungle
could hear stories, their stories,
could hear stories, their stories,
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para que os guerrilheiros na selva
ouvissem as histórias
ouvissem as histórias
— as suas histórias,
ou histórias semelhantes às suas —
ou histórias semelhantes às suas —
04:46
or stories similar to theirs,
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04:48
and when they heard them,
they decided to go out.
they decided to go out.
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e quando as ouvissem,
decidissem regressar.
decidissem regressar.
04:51
I want to tell you one of these stories.
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Quero contar-vos uma dessas histórias.
04:53
This person you see here
is Giovanni Andres.
is Giovanni Andres.
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Este é o Giovanni Andres.
04:56
Giovanni Andres is 25
when we took that picture.
when we took that picture.
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Tinha 25 anos quando tirámos a fotografia.
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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Estivera sete anos na guerrilha
e tinha desmobilizado recentemente.
e tinha desmobilizado recentemente.
05:04
His story is the following:
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A sua história é esta:
05:06
He was recruited when he was 17,
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Foi recrutado com 17 anos,
05:09
and sometime later,
in his squadron, if you will,
in his squadron, if you will,
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passado algum tempo, o seu esquadrão
recrutou uma rapariga linda.
recrutou uma rapariga linda.
05:15
this beautiful girl was recruited,
and they fell in love.
and they fell in love.
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Eles apaixonaram-se.
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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Conversavam sobre como seria a sua família,
que nomes teriam os seus filhos,
que nomes teriam os seus filhos,
05:24
what their kids' names would be,
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05:26
how their life would be
when they left the guerrilla.
when they left the guerrilla.
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como iria ser a sua vida
depois da guerrilha.
depois da guerrilha.
05:29
But it turns out
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Mas acontece
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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que o amor é estritamente proibido
às baixas patentes da guerrilha.
às baixas patentes da guerrilha.
Quando o romance foi descoberto,
eles foram separados.
eles foram separados.
05:34
so their romance was discovered
and they were separated.
and they were separated.
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05:37
He was sent very far away,
and she was left behind.
and she was left behind.
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Ele foi enviado para muito longe,
e ela ficou para trás.
e ela ficou para trás.
05:40
She was very familiar with the territory,
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Ela conhecia muito bem a região, por isso,
uma noite em que estava de guarda
uma noite em que estava de guarda
05:43
so one night, when she was on guard,
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simplesmente abandonou,
05:46
she just left,
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05:47
and she went to the army, she demobilized,
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foi ter com o exército
e foi desmobilizada.
e foi desmobilizada.
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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Foi uma das pessoas
com quem tivemos a sorte de falar.
com quem tivemos a sorte de falar.
05:55
and we were really touched by this story,
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Ficámos realmente comovidos
com esta história
com esta história
05:57
so we made a radio spot,
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e fizemos um anúncio na rádio.
05:59
and it turns out, by chance,
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Por puro acaso
muitos, muitos quilómetros a norte
muitos, muitos quilómetros a norte
06:02
that far away, many,
many kilometers north,
many kilometers north,
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06:06
he heard her on the radio,
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ele ouviu-a na rádio.
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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Quando a ouviu, disse:
"Que raio faço eu aqui?"
"Que raio faço eu aqui?"
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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"Ela teve a coragem de sair,
Tenho de fazer o mesmo. "
Tenho de fazer o mesmo. "
06:19
And he did.
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E assim fez.
06:20
He walked for two days and two nights,
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Caminhou durante dois dias e duas noites.
06:23
and he risked his life and he got out,
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Arriscou a sua vida
e abandonou a guerrilha.
e abandonou a guerrilha.
06:26
and the only thing
he wanted was to see her.
he wanted was to see her.
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A única coisa que queria era vê-la.
O seu único objectivo era vê-la.
O seu único objectivo era vê-la.
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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E, de facto, encontraram-se.
06:32
The story was, they did meet.
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Sei que vocês estavam a pensar
se eles se tinham encontrado.
se eles se tinham encontrado.
06:35
I know you're wondering if they did meet.
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Encontraram-se.
06:38
They did meet.
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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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Ela tinha sido recrutada aos 15 anos
e abandonara aos 17.
e abandonara aos 17.
06:43
so there were a lot
of other complications,
of other complications,
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Houve uma série de complicações,
mas no final encontraram-se.
mas no final encontraram-se.
06:45
but they did eventually meet.
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Não sei se estão juntos hoje em dia,
mas posso descobrir.
mas posso descobrir.
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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(Risos)
06:52
But what I can tell you is that
our radio strategy was working.
our radio strategy was working.
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Mas o que vos posso dizer é que
a nossa estratégia da rádio funcionava.
a nossa estratégia da rádio funcionava.
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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O problema é que funcionava
com as baixas patentes da guerrilha,
com as baixas patentes da guerrilha,
mas não com os comandantes,
as pessoas mais difíceis de substituir.
as pessoas mais difíceis de substituir.
07:04
It was not working with the commanders,
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07:06
the people that are
more difficult to replace,
more difficult to replace,
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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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Porque é fácil recrutar, mas não é fácil
encontrar comandantes mais velhos.
encontrar comandantes mais velhos.
07:14
So we thought, well,
we'll use the same strategy.
we'll use the same strategy.
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Então pensámos:
Usamos a mesma estratégia.
Usamos a mesma estratégia.
07:17
We'll have commanders
talking to commanders.
talking to commanders.
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Pomos comandantes
a falar com os comandantes.
a falar com os comandantes.
E chegámos mesmo
a pedir a ex-comandantes da guerrilha
a pedir a ex-comandantes da guerrilha
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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para irem em helicópteros,
com microfones,
com microfones,
07:24
to fly on helicopters with microphones
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07:26
telling the people that
used to fight with them,
used to fight with them,
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dizer àqueles que antes
combatiam a seu lado:
combatiam a seu lado:
07:30
"There is a better life out there,"
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"Há uma vida melhor cá fora. Estou bem."
"A guerrilha não vale a pena.", etc.
"A guerrilha não vale a pena.", etc.
07:32
"I'm doing good,"
"This is not worth it," etc.
"This is not worth it," etc.
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07:35
But, as you can all imagine,
it was very easy to counteract,
it was very easy to counteract,
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Mas, como podem imaginar,
era muito fácil de contrapor,
era muito fácil de contrapor,
07:40
because what was
the guerrilla going to say?
the guerrilla going to say?
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porque os guerrilheiros diziam:
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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"Pois, se ele não disser
essas coisas, matam-no."
essas coisas, matam-no."
07:45
So it was easy, so we were
suddenly left with nothing,
suddenly left with nothing,
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Ficámos sem nada
porque os guerrilheiros
passavam a mensagem
passavam a mensagem
07:50
because the guerrilla
were spreading the word
were spreading the word
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07:52
that all of those things are done
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de que todas aquelas coisas eram ditas,
07:55
because if they don't do it,
they're in danger.
they're in danger.
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porque eram obrigados.
Alguém na nossa equipa, alguém brilhante,
veio ter connosco e disse:
veio ter connosco e disse:
08:00
And somebody, some
brilliant person in our team,
brilliant person in our team,
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08:03
came back and said,
"You know what I noticed?
"You know what I noticed?
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"Sabem no que reparei?
08:07
I noticed that around Christmastime,
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"Que na época do Natal,
existem picos de desmobilização
existem picos de desmobilização
08:10
there have been peaks of demobilization
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08:13
since this war has started."
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"desde o início da guerra."
08:16
And that was incredible,
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Foi incrível, porque nos levou a pensar
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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que devíamos falar com o ser humano,
e não com o soldado.
e não com o soldado.
08:24
and not to the soldier.
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08:26
We needed to step away from talking
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Precisávamos de nos afastar
da comunicação do governo com o exército,
da comunicação do governo com o exército,
08:28
from government to army,
from army to army,
from army to army,
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do exército com o exército
08:33
and we needed to talk
about the universal values,
about the universal values,
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e abordar os valores universais,
falar sobre a humanidade.
falar sobre a humanidade.
08:36
and we needed to talk about humanity.
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08:39
And that was when
the Christmas tree happened.
the Christmas tree happened.
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Foi aí que surgiu a árvore de Natal.
08:42
This picture that I have here,
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Esta fotografia é do planeamento
das árvores de Natal.
das árvores de Natal.
08:44
you see this is the planning
of the Christmas trees,
of the Christmas trees,
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08:47
and that man you see there
with the three stars,
with the three stars,
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O homem que vêem, com as três estrelas,
é o Capitão Juan Manuel Valdez.
08:51
he's Captain Juan Manuel Valdez.
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08:53
Captain Valdez was the first
high-ranking official
high-ranking official
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O Capitão Valdez
foi o primeiro oficial de alta patente
foi o primeiro oficial de alta patente
08:58
to give us the helicopters
and the support we needed
and the support we needed
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a fornecer-nos os helicópteros
e o apoio de que necessitávamos
e o apoio de que necessitávamos
09:02
to put these Christmas trees up,
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para colocar as árvores de Natal.
09:05
and he said in that meeting
something that I will never forget.
something that I will never forget.
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Nessa reunião, ele disse algo
que nunca vou esquecer:
que nunca vou esquecer:
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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"Quero fazer isto porque
ser generoso torna-me mais forte,
ser generoso torna-me mais forte,
09:15
makes my men feel stronger."
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"e faz os meus homens
sentirem-se mais fortes."
sentirem-se mais fortes."
09:17
And I get very emotional
when I remember him
when I remember him
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Fico muito emocionado
quando me lembro dele
quando me lembro dele
09:20
because he was killed later in combat
and we really miss him,
and we really miss him,
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porque foi morto em combate, mais tarde,
e sentimos muito a sua falta.
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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Queria que o vissem,
porque ele foi muito importante.
porque ele foi muito importante.
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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Deu-nos todo o apoio para colocar
as primeiras árvores de Natal.
as primeiras árvores de Natal.
09:35
What happened later is that
the guerrillas who came out
the guerrillas who came out
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O que sucedeu depois foi
que os guerrilheiros
que os guerrilheiros
que saíram durante a operação
das árvores de Natal, disseram:
das árvores de Natal, disseram:
09:38
during the Christmas tree
operation and all of that
operation and all of that
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09:41
said, "That's really good,
Christmas trees are really cool,
Christmas trees are really cool,
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"Foi muito bom,
as árvores de Natal são óptimas,
as árvores de Natal são óptimas,
09:45
but you know what?
We really don't walk anymore.
We really don't walk anymore.
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"mas sabem que mais?
Nós já não andamos na selva.
Usamos os rios."
Usamos os rios."
09:48
We use rivers."
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09:49
So rivers are the highways of the jungle,
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Os rios são as autoestradas da selva.
Foi algo que aprendemos.
09:52
and this is something we learned,
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A maioria do recrutamento era feito
nas aldeias fluviais e suas redondezas.
nas aldeias fluviais e suas redondezas.
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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10:00
So we went to these river villages,
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Então fomos a essas aldeias
e pedimos às pessoas,
e pedimos às pessoas,
10:02
and we asked the people,
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visto que algumas teriam provavelmente
contactos directos com os guerrilheiros:
contactos directos com os guerrilheiros:
10:04
and probably some of them were
direct acquaintances of the guerrillas.
direct acquaintances of the guerrillas.
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10:07
We asked them, "Can you send
guerrillas a message?"
guerrillas a message?"
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3994
"Podem enviar uma mensagem
aos guerrilheiros?"
aos guerrilheiros?"
Recolhemos mais de 6 mil mensagens.
10:11
We collected over 6,000 messages.
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10:15
Some of them were notes saying, get out.
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Algumas eram bilhetes
que diziam: "Saiam."
que diziam: "Saiam."
Algumas continham brinquedos.
Outras doces.
Outras doces.
10:18
Some of them were toys.
Some of them were candy.
Some of them were candy.
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Houve mesmo quem tirasse as jóias.
cruzes e artefactos religiosos
cruzes e artefactos religiosos
10:20
Even people took off their jewelry,
their little crosses and religious things,
their little crosses and religious things,
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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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5415
e os colocasse nessas bolas flutuantes
que eram enviadas pelos rios abaixo.
que eram enviadas pelos rios abaixo.
10:30
so that they could be picked up at night.
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Enviámos milhares pelos rios,
para serem recolhidas durante a noite.
para serem recolhidas durante a noite.
10:32
And we sent thousands
of these down the rivers,
of these down the rivers,
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10:35
and then picked them up
later if they weren't.
later if they weren't.
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Recolhíamos as que não fossem apanhadas.
Mas muitas foram recebidas.
Mas muitas foram recebidas.
10:37
But lots of them were picked up.
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Geraram, em média,
uma desmobilização a cada seis horas,
uma desmobilização a cada seis horas,
10:38
This generated, on average,
a demobilization every six hours,
a demobilization every six hours,
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10:43
so this was incredible and it was about:
Come home at Christmas.
Come home at Christmas.
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o que foi incrível, e o tema foi:
"Voltem para casa no Natal."
10:49
Then came the peace process,
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Depois veio o processo de paz.
10:53
and when the peace process started,
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Quando começou, toda a mentalidade
da guerrilha se alterou.
da guerrilha se alterou.
10:55
the whole mindset
of the guerrilla changed.
of the guerrilla changed.
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2320
10:57
And it changed because
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Alterou-se porque eram levados a pensar:
11:00
it makes you think, "Well,
if there's a peace process,
if there's a peace process,
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2749
"Bem, se há um processo de paz,
11:03
this is probably going to be over.
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1942
"provavelmente isto vai acabar.
11:04
At some point I'm going to get out."
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"Em alguma altura vou ter de sair."
11:07
And their fears completely changed,
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Os seus medos mudaram completamente.
Os seus medos já não eram:
"Será que vou ser morto?"
"Será que vou ser morto?"
11:09
and their fears were not about,
"Am I going to get killed?"
"Am I going to get killed?"
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11:12
Their fears were, "Am I
going to be rejected?
going to be rejected?
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Os seus medos eram:
"Será que vou ser rejeitado?
"Será que vou ser rejeitado?
"Quando sair desta vida,
será que vou ser rejeitado?"
será que vou ser rejeitado?"
11:16
When I get out of this,
am I going to be rejected?"
am I going to be rejected?"
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11:18
So the past Christmas,
what we did was we asked --
what we did was we asked --
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No Natal passado, o que fizemos foi
encontrar 27 mães de guerrilheiros
encontrar 27 mães de guerrilheiros
11:22
we found 27 mothers of guerrillas,
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3747
e pedimos-lhes que nos dessem
fotografias dos seus filhos,
fotografias dos seus filhos,
11:25
and we asked them to give us
pictures of their children,
pictures of their children,
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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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onde só eles se reconhecessem,
para não pôr as suas vidas em risco.
para não pôr as suas vidas em risco.
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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Pedimos-lhes que enviassem
a mensagem mais maternal
que pudessem, tipo:
que pudessem, tipo:
11:38
which is, "Before you were a guerrilla,
you were my child,
you were my child,
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"Antes de seres guerrilheiro,
eras meu filho.
eras meu filho.
11:43
so come home, I'm waiting for you."
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"Volta para casa. Estou à tua espera."
11:45
You can see the pictures here.
I'll show you a couple.
I'll show you a couple.
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Podem ver as fotografias.
Vou mostrar-vos algumas.
Vou mostrar-vos algumas.
11:48
(Applause)
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(Aplausos)
11:49
Thank you.
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Obrigado.
11:55
And these pictures were placed
in many different places,
in many different places,
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Estas fotografias foram colocadas
em muitos locais diferentes
em muitos locais diferentes
12:00
and a lot of them came back,
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4162
e muitos regressaram.
12:05
and it was really, really beautiful.
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2948
Foi de facto muito bonito.
12:08
And then we decided to work with society.
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3475
Então decidimos trabalhar com a sociedade.
12:11
So we did mothers around Christmastime.
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2657
Trabalhámos com as mães no Natal.
12:14
Now let's talk about
the rest of the people.
the rest of the people.
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Agora vamos falar do resto das pessoas.
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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Talvez saibam que houve um
Mundial de Futebol este ano.
Mundial de Futebol este ano.
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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A Colômbia jogou muito bem.
Foi um momento de unidade para a Colômbia.
12:29
And what we did was tell the guerrillas,
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O que fizemos foi dizer aos guerrilheiros:
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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4057
"Venham, saiam da selva.
Guardámos um lugar para vocês."
Guardámos um lugar para vocês."
12:37
So this was television, this was
all different types of media saying,
all different types of media saying,
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Isto apareceu na televisão,
nos vários "media", com a mensagem:
nos vários "media", com a mensagem:
12:42
"We are saving a place for you."
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"Guardámos um lugar para vocês."
12:45
The soldier here in the commercial says,
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O soldado no anúncio diz:
12:48
"I'm saving a place for you
right here in this helicopter
right here in this helicopter
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"Guardei-vos um lugar
aqui mesmo no helicóptero
aqui mesmo no helicóptero
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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"para que possam sair desta selva
e vir desfrutar o Mundial."
e vir desfrutar o Mundial."
12:54
Ex-football players, radio announcers,
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Ex-jogadores de futebol,
locutores de rádio,
locutores de rádio,
toda a gente guardou
um lugar para os guerrilheiros.
um lugar para os guerrilheiros.
12:58
everybody was saving
a place for the guerrilla.
a place for the guerrilla.
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13:00
So since we started this work
a little over eight years ago,
a little over eight years ago,
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Desde que iniciámos este trabalho
há pouco mais de oito anos,
há pouco mais de oito anos,
13:05
17,000 guerrillas have demobilized.
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desmobilizaram 17 mil guerrilheiros.
13:08
I do not -- (Applause)
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(Aplausos)
Obrigado.
13:12
Thank you.
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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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Não quero de todo dizer
que isto se deve apenas ao nosso trabalho,
que isto se deve apenas ao nosso trabalho,
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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mas sei bem que o nosso trabalho
pode ter ajudado muitos deles
pode ter ajudado muitos deles
13:30
may have helped a lot of them
start thinking about demobilization,
start thinking about demobilization,
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a começar a pensar em desmobilizar
e pode ter ajudado muitos
a tomar a decisão final.
a tomar a decisão final.
13:35
and it may have helped a lot of them
take the final decision.
take the final decision.
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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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Se esse for o caso, a publicidade
ainda é uma das mais poderosas armas
para a mudança
para a mudança
13:45
that we have available.
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que temos ao nosso dispor.
13:47
And I speak not only my behalf,
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Falo não apenas por mim,
mas em nome de todos os colegas
que vejo aqui presentes
que vejo aqui presentes
13:50
but on behalf of all
the colleagues I see here
the colleagues I see here
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13:53
who work in advertising,
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e que trabalham em publicidade,
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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4026
e em nome de toda a equipa
que trabalhou comigo.
que trabalhou comigo.
13:58
that if you want to change the world,
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3249
Quando digo: "Se quiseres mudar o mundo,
"ou se quiseres alcançar a paz,
por favor, contacta-nos.
por favor, contacta-nos.
14:02
or if you want to achieve
peace, please call us.
peace, please call us.
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14:04
We'd love to help.
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"Adorávamos ajudar."
14:06
Thank you.
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Obrigado.
14:07
(Applause)
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835238
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(Aplausos)
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