Lowe SSP3 Bogota is targeting Guerrilla soldiers with messages of holiday cheer from their friends and family, in an effort to get them to demobilize. Operation Rivers of Light encourages loves ones of rebel soldiers to insert holiday wishes and presents in special glowing capsules. The capsules will then be floated down Colombian waterways alongside areas occupied by the insurgents. The campaign is based on insight from a former guerrilla focus group that determined that Christmas was important even to a revolutionary, and that rebel forces are more likely to travel via water, not the road.
Read more about the effort in Behind the Work.