Title | Alba Guías |
Agency | MullenLowe SSP3 Colombia |
Campaign | Unfinished Stories |
Advertiser | Somos Defensores |
Brand | Somos Defensores |
Date of First Broadcast/Publication | 2023 / 4 |
Business Sector | Human Rights |
Story | In the last 20 years more than 1,300 Social Leaders and Human Rights Defenders have been murdered in Colombia. |
Philosophy | We turned 5.6% of the existing data into a symbol of fighting against impunity into a book that we need to finish writing. This book contains 20 unfinished stories that only go as far as the Attorney General's Office has gone in its investigations. Stories that are missing clues, reasons, witnesses, suspects and perpetrators, and the rest of the book has more than 100 blank pages each bearing the name of a murdered human rights defender or social leader whose investigation has not begun. The single copy of this book traveled to the places most affected by the violence in Colombia and collected more than two million signatures and became a citizen's petition that forced the prosecutor's office to investigate the remaining cases and complete their data. |
Problem | The Attorney Generals is in charge of collecting data on all these crimes. The problem is that it has come to show historical results in terms of investigating these crimes, which supposedly are around 70% effective. However, the journalistic investigation was able to show that only 5.6% of the cases have been investigated, meaning that 95% of the cases are unfinished, so we made a book to finish these stories. |
Result | • The Book turned into a citizens petition • +2 million people signed the book • 484 new cases are being investigated • 75 sentences were determined • 5.71k social media mentions • 34.3m reach • 58.8m impressions |
Media Type | |
Chief Executive Officer (CEO) | Francisco Samper |
Creative Director | Juan-Carlos Castaño Bran |
Creative Director | Camilo Londoño Siatova |
Executive Creative Director | Guillermo Siachoque |
Executive Creative Director | Jorge Eliecer Pinto |
Account Manager | Matthew Londono |
Team Accounts | Sofia Cabrales |
Director of production | Wilfredo Duque |
Audiovisual Production Manager | Tiffany Bernal |
Audiovisual Producer | Ryan Heredia |
Sound | Camilo Medina |
Art Director | Camilo Londoño Siatova |
Art Director | Sebastián Marín |
Art Director | Juan Camilo Parra |
Editor | Samuel Prieto Carvajal |
Editor | Gustavo Gomez Rico |
Editor | Yekar Osorio |
Editor | Ivan Villacob |
Editor | Sebastián González |
Editor | Juan Camilo Contreras |
General Director | Ginna Nieves |
Account Director | Laura Villalobos |