Jose Miguel Sokoloff: How we used Christmas lights to fight a war | TED

Colombia is a country of exceptional beauty and promise, and it’s also a country where the . guerrilla movement has incited violence for 50 years. “In my lifetime, I have never lived one day of peace in my country,” says Jose Miguel Sokoloff. This ad executive and his team saw an opportunity to sway guerrillas’ hearts and minds with Christmas trees and personalized messages strategically placed throughout the jungle. A look at the creative messages that have led thousands of guerrillas to abandon the war, and the key insights behind these surprising tactics. Visit to get our entire library of TED Talks, transcripts, translations, personalized talk recommendations and more. The TED Talks channel features the best talks and performances from the TED Conference, where the world’s leading thinkers and doers give the talk of their lives in 18 minutes (or less). Look for talks on Technology, Entertainment and Design — plus science, business, global issues, the arts and more. You’re welcome to link to or embed these videos, forward them to others and share these ideas with people you know. Become a TED Member: Follow TED on Twitter: Like TED on Facebook: Subscribe to our channel: TED’s videos may be used for non-commercial purposes under a Creative Commons License, Attribution–Non Commercial–No Derivatives (or the CC BY – NC – ND 4.0 International) and in accordance with our TED Talks Usage Policy (). For more information on using TED for commercial purposes (e.g. employee learning, in a film or online course), please submit a Media Request at