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

TEDGlobal 2014 · 14:22 · Filmed Oct 2014
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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.

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
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