The first grassroot movement in Colombia, at least for me.

Between 1980 and 2004 Colombia was submerged in the worst crisis of violence; drug trafficking industry had accumulated enough power to penetrate almost all our governmental organizations, from the judicial to legislative branch, military, private sector, church, and so on. Consequently, civilians were unprotected and drug traffickers took the advantage to intimidate them through terrorist activities which largely were carried out by left-wing revolutionaries groups.

As a result, this crisis gave rise to a new form of violence: kidnapping. Regardless of his or her political favoritism, social status, economic condition, age, gender, origin, and so on, any Colombian was exposed to being kidnapped. These kidnappers run the gamut from left-wing guerrillas to right-wing, common criminals, corrupt policemen, drug traffickers, political rivals -- even close relatives. All together it was about enough to make Colombia into a pariah state.

Francisco Santos Calderon, journalist and current Vice-President of Colombia, was kidnapped by Pablo Escobar –the most fearsome drug-trafficker in history. This tragic episode inspired Santos to plan the most significant and astonishing movement ever performing in Colombia.

After his liberation, Santos related his captivity on national and international media. That was the first time that society experienced kidnapping in the words of a victim. Before, victims used to fly away or simply keep silent. No one was capable of rising up. By contrary, Santos not only talked about it but also he joined some friends and gathered funds to get ahead his idea.

By that time, Colombia barely had three television channels, some local newspapers and a handful of radio stations. Obviously, Internet was hardly known, at least in Colombia. Santos didn’t have such a tool to congregate people. He had to take advantage of his clout to persuade the media, diplomats, international community, government, church and businessmen to support him. The idea was mobilizing as many people as possible against the violence and kidnapping in Colombia. Santos wanted to convoke an enormous pacific march to send the actors of violence a strong message. For the first time in Colombian history, an entire society would raise their voice to demand peace.

Santos kept relating his story and little by little people got involved. He was providing a reason to talk. Over the weeks, he had already gained trust and noticed that he had become a symbol of peace and freedom; nevertheless, Colombians was still afraid of confronting armed groups. By that time, terrorists detonated bombs anywhere and people thought they might be attacked for marching on streets. But Santos kept striving by giving tons of interviews, visiting businessmen to finance the advertising and empowering a few fervent advocates.

From the scratch, along with just four staffers, Santos undertook this challenge. Firstly, advertising and free-press campaigns were a success; under the slogan “NUNCA MAS.! (Never again)” people began dialoging not only about this emerging symbol, Santos, but also about the “protest” that he was leading. On the other hand, these first advocates, most of them victims of violence, played a pivotal role by converting everyday people into engaged and empowered volunteers, donors and more advocates to spread the message. These people created small groups along with neighbors, coworkers, classmates, relatives, and so on. Groups conversed day to day while strengthening the Santos’ message. They quickly became powerful advocates in a topic on which they often had no formal connection. They were a part of a group fighting for peace. Via traditional media and grassroots activities Santos woke up civilians from their worst nightmare. Colombians realized how close their country was moving toward the brink of social and political collapse.

Before the largest march, these small groups lead 21 massive movements throughout the country. These demonstrations of freedom made people join more groups. Ultimately, Colombians lost their fear and went out to march on October 24 of 1999. Twelve million marched in all capitals of Colombia, in 700 small towns and in 58 cities overseas to demand cease fire, negotiations without interruption and promises never again to involve civilians into the conflict –including kidnapping. That Sunday night, more than 18 million people turned lights off at home; it was another protest against the guerrillas and its strategy of dynamiting electrical towers throughout the country. Santos’ initiative turned out to be a great success.

What Santos managed was to convert fear into hope. He gave voice to those Colombians who had lost it. This does not mean simply concentrating citizens to the cause of preserving our nation. He had to reveal our cruel reality and then turn cowards into truly heroes. He had to be very eloquent.

In terms of communications, he applied both traditional marketing and grassroots strategies; Santos persuaded and mobilized people by building an astonishing message, executing a free press and paid advertising campaigns, and engaging and empowering advocates by spreading great word-of-mouth. While families were watching Santos’ message on TV, an “evangelist” was knocking their doors bringing the same face-to-face message on behalf of peace. Afterwards, neighbors eagerly connected each other. They felt part of something important: the great family of peace.

He did not even need researching, or targeting; all Colombians were suffering due to illegal groups activities. He did not also need Internet; the existing media controlled everything and they backed his project. He just sent out a multi-target message which contained enough power to encourage Colombians to defend their country from its domestic enemies. He identified people needs: enforcing their rights in a democratic country.

It was his attitude of freedom, creativity, passion, unrestrained political enthusiasm, and willingness to work with ordinary citizens for a common purpose that made possible this dream. Santos and his advocates managed to do what the establishment authorities could not: honoring democracy by raising the voice of people. Colombians embraced their moral responsibility. They were inspired with patriotism, need for freedom, belonging; Santos never used them for personal political interests.

That day, the world witnesses how grassroots unleashed all its power on a scale never before seen in Colombia.