Jose Miguel Sokoloff

How Christmas lights helped guerrillas put down their guns

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“In my lifetime, I have never lived one day of peace in my country,” says Jose Miguel Sokoloff. This ad executive from Colombia saw a chance to help guerrilla fighters choose to come home — with smart marketing. He shares how some creative, welcoming messages have helped thousands of guerrillas decide to put down their weapons — and the key insights behind these surprising tactics.

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.

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