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

93,936 views ・ 2014-12-08

TED


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翻译人员: Karen SONG 校对人员: Yuan Ma
00:12
So, I thought a lot about the first word I'd say today,
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我想了很久该用什么词 作为今天的开场白,
00:15
and I decided to say "Colombia."
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我决定来谈谈“哥伦比亚”。
00:18
And the reason, I don't know how many of you have visited Colombia,
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至于原因嘛,我不知道你们中 有多少人去过哥伦比亚,
00:22
but Colombia is just north of the border with Brazil.
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哥伦比亚与巴西北部接壤,
00:25
It's a beautiful country
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是个非常美丽的国家。
00:26
with extraordinary people, like me and others -- (Laughter) --
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那里生活着非凡的人民, 像我还有其他人一样,(笑声)
00:29
and it's populated with incredible fauna, flora.
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那里遍布着各种珍奇的动物和植被。
00:35
It's got water; it's got everything to be the perfect place.
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那里有丰富的水资源, 那里拥有成为完美之地的所有条件。
00:39
But we have a few problems.
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但也存在一些问题。
00:41
You may have heard of some of them.
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你也许听说过其中一些。
00:42
We have the oldest standing guerrilla in the world.
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我们有着世界上历史最悠久的游击队,
00:46
It's been around for over 50 years,
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持续活跃已超过50年,
00:48
which means that in my lifetime,
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这意味着在我迄今为止的人生中,
00:51
I have never lived one day of peace in my country.
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这个国家从未享受过一天的和平。
00:55
This guerrilla -- and the main group is the FARC guerrillas,
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这支游击队主体上隶属于FARC,
00:59
Revolutionary Armed Forces of Colombia --
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即“哥伦比亚革命武装军”,
01:02
they have financed their war by kidnapping, by extortion,
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他们通过绑架和敲诈勒索 来筹募战争经费,
01:09
by getting into the drug trade, by illegal mining.
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毒品交易和非法采矿 也是他们牟利的手段。
01:13
There has been terrorism. There have been random bombs.
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恐怖主义和随处爆炸的炸弹 也存在于日常生活当中。
01:17
So it's not good. It's not really good.
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情况不容乐观,其实非常糟糕。
01:21
And if you look at the human cost of this war over 50 years,
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让我们来看看在过去50年来 战争的人道成本,
01:26
we have had more than 5.7 million displaced population.
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超过570万人流离失所,
01:31
It's one of the biggest displaced populations in the world,
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这是世界上规模最大的 流离人口数字之一。
01:34
and this conflict has cost over 220,000 lives.
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武装冲突还让22万人失去了生命,
01:38
So it's a little bit like the Bolívar wars again.
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像又一次经历了玻利瓦尔革命战争,
01:41
It's a lot of people who have died unnecessarily.
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造成了大量不必要的死亡。
01:44
We are now in the middle of peace talks,
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目前我们正处于和平谈判的进程中,
01:47
and we've been trying to help resolve this problem peacefully,
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我们一直竭力于和平地解决 存在的问题,
01:50
and as part of that,
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作为努力的一部分,
01:52
we decided to try something completely lateral and different:
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我们决定从侧面尝试一些 完全不同的策略:
01:56
Christmas lights.
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圣诞灯饰。
01:58
So Christmas lights, and you're saying,
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圣诞灯饰啊,你心里一定在嘀咕,
02:00
what the hell is this guy going to talk about?
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这家伙到底要说什么?
02:04
I am going to talk about gigantic trees
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我要说的是,
02:08
that we put in nine strategic pathways in the jungle
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我们种在丛林中九条战略要道上的 参天大树,
02:14
covered with Christmas lights.
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上面挂满了圣诞灯饰。
02:16
These trees helped us demobilize 331 guerrillas,
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这些大树帮我们遣散了331名游击队员,
02:22
roughly five percent of the guerrilla force at the time.
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大约占当时游击队员人数的5%。
02:27
These trees were lit up at night,
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这些树在夜晚被点亮,
02:29
and they had a sign beside them
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旁边还有一个标语牌,
02:32
that said, "If Christmas can come to the jungle, you can come home.
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上面写着:“如果圣诞降临丛林, 你就能够回家。
02:36
Demobilize.
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退出吧,
02:38
At Christmas, everything is possible."
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在圣诞节,一切皆有可能。”
02:40
So how do we know these trees worked?
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我们怎么知道这些树起了作用呢?
02:44
Well, we got 331, which is okay,
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现在我们有331人的成果,其实还不错,
02:46
but we also know that not a lot of guerrillas saw them,
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但我们也知道, 并没有太多的游击队员见过这些树,
02:51
but we know that a lot of guerrillas heard about them,
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我们还知道,即便如此, 还是有很多游击队员听说过这些树。
02:53
and we know this
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我们能够得知这些,
02:55
because we are constantly talking to demobilized guerrillas.
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是因为我们在不断地 与退伍的游击队员对话。
02:58
So let me take you back four years before the trees.
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让我带你们回到 开始弄这些树的四年之前。
03:01
Four years before the trees, we were approached by the government
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在这些树出现的四年前, 政府联系到了我们,
03:04
to help them come up with a communications strategy
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让我们帮忙设立一个沟通战略,
03:08
to get as many guerrillas as we could out of the jungle.
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让尽可能多更多的游击队员离开丛林。
03:12
The government had a military strategy,
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政府有相应的军事战略、
03:14
it had a legal strategy,
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法律战略、
03:15
it had a political strategy, but it said,
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还有政治战略,但他们说
03:18
"We don't really have a communications strategy,
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“我们没有什么沟通战略,
03:21
and it probably would be a good thing to have,"
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拥有沟通战略可能还不赖。”
03:23
so we decided to immediately jump into this,
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所以我们决定马上投入这件事,
03:28
because it is an opportunity to affect the outcome of the conflict
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因为这是一次机会, 去主动影响武装冲突的结果,
03:33
with the things that we do, with the tools that we have.
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运用我们所从事的工作, 以及我们所拥有的工具。
03:38
But we didn't know very much about it.
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而我们对情况的了解的并不是很多。
03:40
We didn't understand in Colombia, if you live in the cities,
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在哥伦比亚,如果你住在城市里,
03:43
you're very far away from where the war is actually happening,
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你其实距离战争真正发生的地方很远,
03:46
so you don't really understand it,
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所以你并不会理解个中机要。
03:48
and we asked the government to give us access
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我们向政府要求权限,
03:50
to as many demobilized guerrillas as possible.
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能够尽可能地接触到 那些退伍的游击队员。
03:53
And we talked to about 60 of them
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我们差不多与60人交谈过,
03:55
before we felt we fully understood the problem.
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才感觉完全理解了这个问题。
我们谈到了他们加入游击队的缘由,
04:01
We talked about -- they told us why they had joined the guerrillas,
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04:04
why the left the guerrillas, what their dreams were,
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离开游击队的原因, 以及他们的梦想是什么,
04:07
what their frustrations were,
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他们遇到了哪些挫折,
04:08
and from those conversations came the underlying insight
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从这些对谈中洞察到的深层次结论,
04:13
that has guided this whole campaign,
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引领了整个运动。
04:15
which is that guerrillas are as much prisoners of their organizations
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这个结论就是: 游击队员就是他们自己组织中的囚徒,
04:21
as the people they hold hostage.
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与那些他们绑架的人质并无两样。
04:23
And at the beginning, we were so touched by these stories,
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听到这些故事, 我们一开始觉得很受触动、
04:26
we were so amazed by these stories,
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很吃惊,
04:28
that we thought that maybe the best way to talk to the guerrillas
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我们就想,也许跟游击队员 最好的沟通方式就是
04:31
was to have them talk to themselves,
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让他们自己人之间进行对话,
04:34
so we recorded about a hundred different stories during the first year,
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所以在第一年里, 我们录下了上百个不同的故事,
04:39
and we put them on the radio and television
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在广播和电视上播出,
04:41
so that the guerrillas in the jungle could hear stories, their stories,
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这样,丛林中的游击队员就能 听到这些故事,他们的故事,
04:46
or stories similar to theirs,
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或是和他们息息相关的故事,
04:48
and when they heard them, they decided to go out.
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当他们听到这些故事,会决定退出。
04:51
I want to tell you one of these stories.
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我给你们讲一个例子。
04:53
This person you see here is Giovanni Andres.
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你看到的这个人是吉奥瓦尼•安德烈斯,
04:56
Giovanni Andres is 25 when we took that picture.
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照这张照片时,他25岁。
04:59
He had been seven years in the guerrilla, and he had demobilized very recently.
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他曾经当了七年的游击队员, 最近刚刚退出。
05:03
His story is the following:
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他的故事是这样的:
05:06
He was recruited when he was 17,
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他在17岁时应招进入游击队,
05:09
and sometime later, in his squadron, if you will,
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过了一阵子,他的“连队”里
05:14
this beautiful girl was recruited, and they fell in love.
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来了一位美丽的女孩,他们相爱了。
05:20
Their conversations were about what their family was going to be like,
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他们谈到自己的小家庭会是什么样子,
05:23
what their kids' names would be,
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他们的孩子会叫什么名字,
05:26
how their life would be when they left the guerrilla.
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他们离开游击队后会过上什么样的生活。
05:28
But it turns out
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然而,
05:30
that love is very strictly forbidden in the lower ranks of the guerrilla,
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低级别的游击队员是严禁恋爱的,
05:33
so their romance was discovered and they were separated.
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他们的恋情被发现后,俩人就被分开了。
05:37
He was sent very far away, and she was left behind.
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他被遣送到很远的地方, 而她则被留了下来。
05:40
She was very familiar with the territory,
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她十分熟悉当地的地形,
05:43
so one night, when she was on guard,
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所以在她负责守夜的某个晚上,
05:45
she just left,
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她逃脱了,
05:47
and she went to the army, she demobilized,
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到军队投诚。
05:51
and she was one of the persons that we had the fortune to talk to,
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我们有幸与她对话,
05:54
and we were really touched by this story,
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因她的故事而深受感动,
05:57
so we made a radio spot,
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我们为之做了一个广播节目,
05:59
and it turns out, by chance,
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但我们未曾想到,
06:02
that far away, many, many kilometers north,
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在很多公里以北的远方,
06:06
he heard her on the radio,
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这个节目被他听到了。
06:09
and when he heard her on the radio, he said, "What am I doing here?
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当他听到广播中她的声音时, 他对自己说:“我究竟在干嘛?
06:13
She had the balls to get out. I need to do the same thing."
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她有那样的勇气脱离困境, 我也要做同样的事。
06:19
And he did.
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于是他也逃了。
06:20
He walked for two days and two nights,
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他整整走了两天两夜,
06:23
and he risked his life and he got out,
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冒着生命危险终于逃脱了,
06:25
and the only thing he wanted was to see her.
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只是想要去见她,
06:28
The only thing that was in his mind was to see her.
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这是他唯一的念头。
06:32
The story was, they did meet.
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故事的结局是,他们见面了。
06:35
I know you're wondering if they did meet.
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我知道你们想问他们有没有重聚,
06:37
They did meet.
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他们确实见到彼此了。
06:39
She had been recruited when she was 15, and she left when she was 17,
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她进游击队的时候15岁, 逃脱的时候17岁,
06:43
so there were a lot of other complications,
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可以想见其中艰辛曲折,
06:45
but they did eventually meet.
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但他们最终还是见到了彼此。
06:46
I don't know if they're together now, but I can find out. (Laughter)
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我不知道他们现在是不是还在一起, 不过可以回去查查。(笑声)
06:52
But what I can tell you is that our radio strategy was working.
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但我能告诉你们, 我们的广播策略确实起效了。
07:00
The problem is that it was working in the lower ranks of the guerrilla.
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不过问题在于,这个策略只在 级别较低的游击队员中起效,
07:03
It was not working with the commanders,
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对于指挥官就没什么效果,
07:06
the people that are more difficult to replace,
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他们是更难被替代的人。
07:08
because you can easily recruit but you can't get the older commanders.
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因为招募队员容易, 而指挥官只能内部培养。
07:14
So we thought, well, we'll use the same strategy.
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所以我们想,好吧,可以用同样的策略,
07:17
We'll have commanders talking to commanders.
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让指挥官与指挥官对话。
07:20
And we even went as far as asking ex-commanders of the guerrilla
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我们甚至让从前是游击队指挥官的人,
07:24
to fly on helicopters with microphones
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坐上直升机,用麦克风喊话,
07:26
telling the people that used to fight with them,
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告诉那些曾经和他们并肩作战的人们,
07:30
"There is a better life out there,"
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”外面的生活更美好,“
07:32
"I'm doing good," "This is not worth it," etc.
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”我现在过得很好,” “这不值得“ 等等。
07:34
But, as you can all imagine, it was very easy to counteract,
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不过,你们都能想象到, 这个方法不太奏效。
07:40
because what was the guerrilla going to say?
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游击队可以说:
07:42
"Yeah, right, if he doesn't do that, he's going to get killed."
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“对呀,如果他不照做, 可能会被(政府军)杀掉。”
07:45
So it was easy, so we were suddenly left with nothing,
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这样狡辩的确很容易, 很快我们就只能无功而返,
07:49
because the guerrilla were spreading the word
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因为游击队开始到处宣传说
07:52
that all of those things are done
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所有这些招安的说辞
07:54
because if they don't do it, they're in danger.
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都是被迫的, 说话的人正处于危险之中。
08:00
And somebody, some brilliant person in our team,
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我们团队里有个天才
08:03
came back and said, "You know what I noticed?
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回来之后说:“知道我看出什么了吗?
08:07
I noticed that around Christmastime,
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我发现圣诞节期间
08:10
there have been peaks of demobilization
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正是他们退出游击队的高潮,
08:13
since this war has started."
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从这场战争开始的时候就一直如此。”
08:16
And that was incredible,
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这真是不可思议,
08:19
because that led us to think that we needed to talk to the human being
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这让我们认识到对话的另一方是“人”,
08:24
and not to the soldier.
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而非“士兵”。
08:26
We needed to step away from talking
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我们要避免
08:28
from government to army, from army to army,
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政府对军队、或是军队对军队 这些形式的对话,
08:33
and we needed to talk about the universal values,
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我们要说的是普世价值,
08:36
and we needed to talk about humanity.
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我们要说的是人性。
08:39
And that was when the Christmas tree happened.
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圣诞树的点子就这样应运而生。
08:42
This picture that I have here,
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这张照片上
08:44
you see this is the planning of the Christmas trees,
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展示的是圣诞树的规划阶段,
08:47
and that man you see there with the three stars,
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这个戴着三颗星的男人
08:51
he's Captain Juan Manuel Valdez.
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是胡安•马纽埃尔•瓦尔迪兹上尉。
08:53
Captain Valdez was the first high-ranking official
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瓦尔迪兹上尉是第一个
08:58
to give us the helicopters and the support we needed
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为我们提供直升机和 其他支持的高级军官,
09:02
to put these Christmas trees up,
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立起了这些圣诞树。
09:04
and he said in that meeting something that I will never forget.
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他在这次会议上说的话, 我永远不会忘记。
09:08
He said, "I want to do this because being generous makes me stronger,
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他说:“我之所以要这样做, 是因为慷慨让我更强,
09:15
makes my men feel stronger."
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让我的队伍更强。”
09:17
And I get very emotional when I remember him
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每当我想起他都很感慨,
09:20
because he was killed later in combat and we really miss him,
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因为他在后来的一次战斗中牺牲了, 我们真的很想念他,
09:24
but I wanted you all to see him, because he was really, really important.
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但我想让你们都看看, 他是多么的重要。
09:31
He gave us all the support to put up the first Christmas trees.
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第一批圣诞树的成功放置 全要归功于他。
09:35
What happened later is that the guerrillas who came out
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后来,那些在圣诞树亮灯期间
09:37
during the Christmas tree operation and all of that
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逃出来的游击队员说:
09:41
said, "That's really good, Christmas trees are really cool,
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“太好了,那些圣诞树很酷,
09:45
but you know what? We really don't walk anymore.
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不过你们知道吗? 我们已经不再在陆地上走动了,
09:47
We use rivers."
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我们转移到河上行动了。”
09:49
So rivers are the highways of the jungle,
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河流就像丛林中的高速路,
09:52
and this is something we learned,
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我们了解到了这点,
09:54
and most of the recruiting was being done in and around the river villages.
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而且大多数的招募工作, 都是在河边的村庄一带进行的。
10:00
So we went to these river villages,
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于是我们深入那些河边的村庄,
10:02
and we asked the people,
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对村民进行询问,
10:04
and probably some of them were direct acquaintances of the guerrillas.
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他们中的一些人很可能就 认识那些游击队员。
10:07
We asked them, "Can you send guerrillas a message?"
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我们问道: “你们有什么话要捎给游击队员吗?”
10:11
We collected over 6,000 messages.
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我们搜集到六千多条讯息,
10:15
Some of them were notes saying, get out.
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一些是写着“出来吧”等字样的纸条,
10:17
Some of them were toys. Some of them were candy.
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一些是玩具,一些是糖果,
10:20
Even people took off their jewelry, their little crosses and religious things,
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有些人甚至摘下身上的首饰、十字架和 别的一些宗教饰品,
10:24
and put them in these floating balls that we sent down the rivers
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安置在我们在河面上播撒的 这些漂浮球里,
10:30
so that they could be picked up at night.
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在夜晚就可以被捞起。
10:32
And we sent thousands of these down the rivers,
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我们在河中放出了几千个这样的漂浮球,
10:35
and then picked them up later if they weren't.
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过后回收那些没被捡走的。
10:37
But lots of them were picked up.
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大量的漂浮球都被捡走了。
10:38
This generated, on average, a demobilization every six hours,
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这项举措平均每六小时能 “劝”回一个游击队员,
10:43
so this was incredible and it was about: Come home at Christmas.
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效果惊人。 这里的核心讯息就是:在圣诞回家。
10:48
Then came the peace process,
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然后和谈进程启动,
10:53
and when the peace process started,
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一旦和谈进程启动,
10:55
the whole mindset of the guerrilla changed.
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整个游击队的心态都发生了改变。
10:57
And it changed because
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这种改变的原因在于
11:00
it makes you think, "Well, if there's a peace process,
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它让你思考:“如果和谈开始,
11:02
this is probably going to be over.
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战乱就可能会终结。
11:04
At some point I'm going to get out."
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在某个时刻我就能摆脱这里了。”
11:06
And their fears completely changed,
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他们的恐惧完全改观了,
11:09
and their fears were not about, "Am I going to get killed?"
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他们不再害怕“我是不是要被杀了?”
11:12
Their fears were, "Am I going to be rejected?
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他们的恐惧变成了“我会不会被拒绝?
11:15
When I get out of this, am I going to be rejected?"
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如果我想回归社会,会不会被拒绝?“
11:18
So the past Christmas, what we did was we asked --
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于是去年圣诞节,
11:21
we found 27 mothers of guerrillas,
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我们找到了27名游击队员的母亲,
11:25
and we asked them to give us pictures of their children,
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请求她们把子女小时候的照片给我们,
11:29
when they only could recognize themselves, so as not to put their lives in danger,
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因为只有游击队员自己能认出这些照片, 所以他们的性命应该没有危险,
11:33
and we asked them to give the most motherly message you can get,
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我们还请求她们做出最具母性的表态,
11:38
which is, "Before you were a guerrilla, you were my child,
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那就是,“就算你是游击队员, 你首先是我的孩子,
11:42
so come home, I'm waiting for you."
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回家吧,我在等你。”
11:45
You can see the pictures here. I'll show you a couple.
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我给你们看看其中的一些照片。
11:48
(Applause)
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(掌声)
11:49
Thank you.
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谢谢。
11:55
And these pictures were placed in many different places,
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这些照片被张贴在各种不同的地点,
12:00
and a lot of them came back,
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很多游击队员因此退出了,
12:04
and it was really, really beautiful.
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那副景象实在是美不胜收。
12:07
And then we decided to work with society.
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我们随后决定与社区合作。
12:11
So we did mothers around Christmastime.
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在圣诞期间做了母亲留言的活动。
12:13
Now let's talk about the rest of the people.
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现在,让我们来看看其他人。
12:16
And you may be aware of this or not, but there was a World Cup this year,
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你们也许知道,今年有世界杯,
12:22
and Colombia played really well, and it was a unifying moment for Colombia.
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哥伦比亚的成绩非常出色, 这正是团结哥伦比亚的绝好时机。
12:29
And what we did was tell the guerrillas,
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我们向游击队员提出:
12:33
"Come, get out of the jungle. We're saving a place for you."
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“回来吧,从丛林里出来, 我们为你留着位子。”
12:37
So this was television, this was all different types of media saying,
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这个活动是通过电视和其他 各种媒体渠道来表达
12:42
"We are saving a place for you."
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“我们为你留着位子”。
12:45
The soldier here in the commercial says,
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这个广告里的军人在说,
12:48
"I'm saving a place for you right here in this helicopter
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“就在这架直升机上,我为你留着位子,
12:50
so that you can get out of this jungle and go enjoy the World Cup."
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从丛林走出来去享受世界杯吧。“
12:54
Ex-football players, radio announcers,
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前足球运动员、电台主播,
12:57
everybody was saving a place for the guerrilla.
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所有人都为游击队员留出了一席之地。
13:00
So since we started this work a little over eight years ago,
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从八年多以前, 我们开始介入说服游击队员的工作以来,
13:04
17,000 guerrillas have demobilized.
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已有一万七千多人主动退出了游击队。
13:08
I do not -- (Applause)
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我并不——(鼓掌)
13:12
Thank you.
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哦,谢谢。
13:15
I don't want to say in any way that it only has to do with what we do,
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我不想说这项成果都要 归功于我们的工作,
13:23
but what I do know is that our work and the work that we do
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但我可以肯定, 我们的工作和所付出的努力,
13:30
may have helped a lot of them start thinking about demobilization,
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可能催生了很多人主动退出的念头,
13:34
and it may have helped a lot of them take the final decision.
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可能是他们做出最后决定的动力。
13:38
If that is true, advertising is still one of the most powerful tools of change
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如果真是如此,那么广告仍旧可以说是 我们现有的催生变革的工具当中
13:45
that we have available.
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最强有力的一个。
13:47
And I speak not only my behalf,
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我并不是只代表自己,
13:50
but on behalf of all the colleagues I see here
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我还要代表在座的所有
13:52
who work in advertising,
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广告行业的同僚,
13:54
and of all the team that has worked with me to do this,
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以及所有在这个项目中我合作过的团队,
13:58
that if you want to change the world,
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如果你想改变世界,
14:01
or if you want to achieve peace, please call us.
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或者想实现和平, 请给我们打电话。
14:04
We'd love to help.
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我们很乐意帮忙。
14:05
Thank you.
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谢谢大家。
14:07
(Applause)
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(鼓掌)
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