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

譯者: Helen Chang 審譯者: Adrienne Lin

So, I thought a lot about the first word I'd say today,

話說我想了很久 今天該用哪個詞彙開場呢？

and I decided to say "Colombia."

最後我決定用「哥倫比亞」

And the reason, I don't know how many of you have visited Colombia,

原因是，我不知道你們 有多少人去過哥倫比亞

but Colombia is just north of the border with Brazil.

不過哥倫比亞就在巴西的邊界以北

It's a beautiful country

是個十分美麗的國家

with extraordinary people, like me and others -- (Laughter) --

擁有很多優秀的人民 譬如我本人啦（觀眾笑），還有其他人

and it's populated with incredible fauna, flora.

而且，這國家遍佈著 不可思議的動植物群

It's got water; it's got everything to be the perfect place.

山明水秀、應有盡有 是個十分完美的地方

But we have a few problems.

但我們仍存在一些問題

You may have heard of some of them.

你們可能也有所耳聞

We have the oldest standing guerrilla in the world.

我們有世上現存最悠久的游擊隊

It's been around for over 50 years,

大約有超過五十年的歷史了

which means that in my lifetime,

也就是說，在我有生之年

I have never lived one day of peace in my country.

我的國家沒有一天是和平的

This guerrilla -- and the main group is the FARC guerrillas,

這游擊隊，主要是由 FARC 游擊隊組成

Revolutionary Armed Forces of Colombia --

即「哥倫比亞革命武裝軍」

they have financed their war by kidnapping, by extortion,

他們的戰備資金，來自於擄人勒贖

by getting into the drug trade, by illegal mining.

以及毒品交易、非法礦採等等

There has been terrorism. There have been random bombs.

還有一些恐怖主義、無差別炸彈攻擊等

So it's not good. It's not really good.

所以說，這很不好，真的非常糟糕

And if you look at the human cost of this war over 50 years,

那，如果你看看 這 50 多年來爭戰耗費的人力成本

we have had more than 5.7 million displaced population.

我們有超過 570 萬的人民 被迫離開自己的家園

It's one of the biggest displaced populations in the world,

這是世界上最大規模的人口遷移

and this conflict has cost over 220,000 lives.

這樣的武力衝突 奪走了超過 22 萬人的生命

So it's a little bit like the Bolívar wars again.

有點像玻利瓦之戰的歷史重演

It's a lot of people who have died unnecessarily.

有很多無辜的人民枉死

We are now in the middle of peace talks,

現在和平會談正在進行中

and we've been trying to help resolve this problem peacefully,

但一路以來我們一直想協助 用和平的方式解決問題

and as part of that,

在這樣的前提下

we decided to try something completely lateral and different:

我們決定嘗試繞點路， 一個完全不同的方法：

Christmas lights.

「聖誕燈光」

So Christmas lights, and you're saying,

所以，「聖誕燈光」 你可能會說：

what the hell is this guy going to talk about?

「這傢伙是在說什麼鬼話？」

I am going to talk about gigantic trees

我要說的是，巨大的樹

that we put in nine strategic pathways in the jungle

我們選擇了九條路線 把這些樹佈置在叢林裡

covered with Christmas lights.

並在樹上掛滿了聖誕燈飾

These trees helped us demobilize 331 guerrillas,

這些樹起了作用 有 331 名游擊隊員因此瓦解

roughly five percent of the guerrilla force at the time.

這大約是當時游擊隊軍力的百分之五

These trees were lit up at night,

晚上點亮這些樹

and they had a sign beside them

並且他們在樹旁樹立了標語牌

上面寫著：「若聖誕節能降臨此地， 你們應可回家過節。

that said, "If Christmas can come to the jungle, you can come home.

Demobilize.

撤退吧。

At Christmas, everything is possible."

聖誕佳節之時，沒有什麼不可能的。」

So how do we know these trees worked?

所以，我們怎麼知道這些樹有效呢？

Well, we got 331, which is okay,

嗯，331 這數字還算不錯的成果

but we also know that not a lot of guerrillas saw them,

但我們也知道並沒有 很多的游擊隊員看到這些樹

but we know that a lot of guerrillas heard about them,

但我們知道有很多人聽說了這件事

and we know this

我們會知道

because we are constantly talking to demobilized guerrillas.

是因為我們一直 與已退出的游擊隊員保持聯繫

So let me take you back four years before the trees.

讓我帶你們回到 還沒有佈置這些樹的四年之前

Four years before the trees, we were approached by the government

還沒有佈置這些樹的四年之前， 政府來找我們

to help them come up with a communications strategy

希望我們幫忙想出溝通的策略

to get as many guerrillas as we could out of the jungle.

盡可能讓更多游擊隊員離開叢林

The government had a military strategy,

政府是有軍事策略

it had a legal strategy,

也有訂下法律策略

it had a political strategy, but it said,

也有政治策略，但政府說：

"We don't really have a communications strategy,

「我們倒沒有溝通策略，

and it probably would be a good thing to have,"

如果有的話應該會更好。」

so we decided to immediately jump into this,

所以我們立刻投入計劃，

because it is an opportunity to affect the outcome of the conflict

因為這是改變這場衝突結果的機會

with the things that we do, with the tools that we have.

是我們的拿手好戲 用手上有的手段工具就能做到

But we didn't know very much about it.

但我們其實對游擊隊一竅不通

We didn't understand in Colombia, if you live in the cities,

我們不了解在哥倫比亞發生... ...如果你住在城市裡

you're very far away from where the war is actually happening,

那些真實發生的狀況 其實離你很遙遠

so you don't really understand it,

所以你不會瞭解

and we asked the government to give us access

我們請政府開放管道

to as many demobilized guerrillas as possible.

讓我們盡可能接觸到 那些投誠的游擊隊員

And we talked to about 60 of them

我們大約和 60 位隊員談過

before we felt we fully understood the problem.

之後我們才真正、完整地了解這個問題

我們談到了他們加入游擊隊的原因

We talked about -- they told us why they had joined the guerrillas,

why the left the guerrillas, what their dreams were,

離開游擊隊的原因、他們有什麼夢想

what their frustrations were,

他們遇到哪些挫折

and from those conversations came the underlying insight

從這些對話中 我們思量背後隱含的意義

that has guided this whole campaign,

導引出這整場行動

which is that guerrillas are as much prisoners of their organizations

那就是，這些游擊隊員們 其實一如囚犯，被組織掌控著

as the people they hold hostage.

淪為人質一般

And at the beginning, we were so touched by these stories,

剛開始，我們聽了這些故事非常感動

we were so amazed by these stories,

這些故事深深撼動了我們

that we thought that maybe the best way to talk to the guerrillas

因此我們覺得 和游擊隊溝通的最好方式

was to have them talk to themselves,

就是讓自己人去說服他們

so we recorded about a hundred different stories during the first year,

所以第一年我們錄下了 差不多一百則故事

and we put them on the radio and television

然後在廣播電視等媒體播放

so that the guerrillas in the jungle could hear stories, their stories,

讓這些叢林裡的游擊隊員 能夠聽到這些故事，他們的故事

or stories similar to theirs,

和他們自身相似的故事

and when they heard them, they decided to go out.

當他們聽到這些故事 會決定要離開

I want to tell you one of these stories.

我想告訴你們其中一則故事

This person you see here is Giovanni Andres.

你們看到的這個人 叫做喬安尼·安德烈斯

Giovanni Andres is 25 when we took that picture.

喬安尼·安德烈斯二十五歲的時候 我們拍下這張照片

He had been seven years in the guerrilla, and he had demobilized very recently.

他在游擊隊裡待了七年 然後他最近退出了

His story is the following:

他的故事是這樣的：

He was recruited when he was 17,

他十七歲的時候加入

and sometime later, in his squadron, if you will,

一段時間之後 在他的「連」上，姑且稱為「連」吧

this beautiful girl was recruited, and they fell in love.

有一位美麗的女孩加入了 他們相戀交往

Their conversations were about what their family was going to be like,

他們聊到未來的家庭

what their kids' names would be,

小孩名字要取什麼

how their life would be when they left the guerrilla.

脫離游擊隊之後會是怎樣的生活

But it turns out

但結果卻是

that love is very strictly forbidden in the lower ranks of the guerrilla,

基層的游擊隊員嚴禁戀愛交往

so their romance was discovered and they were separated.

他們的關係被發現之後 就被強制隔離

He was sent very far away, and she was left behind.

他被遣送到遠方戰區 而她則留置下來

She was very familiar with the territory,

她很熟悉當地的地形

so one night, when she was on guard,

所以她在某個當值的晚上

she just left,

她就逃了

and she went to the army, she demobilized,

她投誠軍方，策反了

and she was one of the persons that we had the fortune to talk to,

我們有幸可以訪問到她

and we were really touched by this story,

而我們聽到這個故事很感動

so we made a radio spot,

因此找了個時段廣播放送

and it turns out, by chance,

而且就這麼剛好

that far away, many, many kilometers north,

在遙遠的、多少公里之外的北方

he heard her on the radio,

他剛好在廣播中聽到了她的聲音

and when he heard her on the radio, he said, "What am I doing here?

當他聽到廣播中的她 他想：「我到底在幹嘛？

She had the balls to get out. I need to do the same thing."

她有膽逃出去，我可以像她一樣。」

And he did.

他成功了

He walked for two days and two nights,

他走了兩天兩夜

and he risked his life and he got out,

他不顧生命危險，逃了出來

and the only thing he wanted was to see her.

他一心只想再見到她

The only thing that was in his mind was to see her.

他腦海中唯一想的 就是再見她一面

The story was, they did meet.

故事的後續是，他們見到面了

I know you're wondering if they did meet.

我知道你們想問 他們到底有沒有見到面

They did meet.

他們見到了面

She had been recruited when she was 15, and she left when she was 17,

她十五歲的時候加入 十七歲的時候離開

so there were a lot of other complications,

這中間還有很多複雜的問題

but they did eventually meet.

但他們最終見到了彼此

I don't know if they're together now, but I can find out. (Laughter)

我不知道他們現在是不是在一起 我可以去問一下（觀眾笑）

But what I can tell you is that our radio strategy was working.

但我可以告訴你們 廣播放送的策略是有用的

The problem is that it was working in the lower ranks of the guerrilla.

問題在於，這只適用於低階的游擊隊員

It was not working with the commanders,

但對高階的指揮官就沒有用了

the people that are more difficult to replace,

那些高階隊員較難取代

because you can easily recruit but you can't get the older commanders.

因為募集年輕隊員容易 卻很難找到年紀大一點的指揮官

So we thought, well, we'll use the same strategy.

所以我們就想，好吧 那我們就依樣畫葫蘆

We'll have commanders talking to commanders.

我們讓長官們去和長官們喊話

And we even went as far as asking ex-commanders of the guerrilla

而且我們甚至真的去找了 那些游擊隊的退役指揮官

to fly on helicopters with microphones

讓他們坐著直昇機，提著擴音器

telling the people that used to fight with them,

告訴那些曾經並肩作戰的隊友：

"There is a better life out there,"

「外面可以過上更好的生活。」

"I'm doing good," "This is not worth it," etc.

「我現在過得很好。」 「做這樣的事不值得。」等等

But, as you can all imagine, it was very easy to counteract,

但是，你們大概也可以想到 這也很容易被反制

because what was the guerrilla going to say?

因為你想想游擊隊會說什麼？

"Yeah, right, if he doesn't do that, he's going to get killed."

「對啦對啦，如果他不這樣做的話， 可能就會被殺。」

So it was easy, so we were suddenly left with nothing,

這太簡單了，所以這招一下子就沒效

because the guerrilla were spreading the word

因為游擊隊內部也會消毒

that all of those things are done

說他們做這麼多宣傳

because if they don't do it, they're in danger.

是因為他們不這樣做，生命就會有危險

And somebody, some brilliant person in our team,

然後有人，我們團隊裡有個天才

came back and said, "You know what I noticed?

回頭說：「我發現一件事

I noticed that around Christmastime,

我發現在聖誕節的時候

there have been peaks of demobilization

都有一波退役潮

since this war has started."

打從這場戰爭開始就有了。」

And that was incredible,

這下子不得了

because that led us to think that we needed to talk to the human being

因為這讓我們想到 我們應該和「人」對話

and not to the soldier.

而不是和軍人對話

我們要跳出對話這個框框

We needed to step away from talking

from government to army, from army to army,

不是政府對敵營，不是軍方對叛軍

and we needed to talk about the universal values,

我們應該討論的是普世價值

and we needed to talk about humanity.

我們要和人性對話

And that was when the Christmas tree happened.

而這就是「聖誕樹」想法的誕生

This picture that I have here,

這張照片

you see this is the planning of the Christmas trees,

可以看到我們正在討論聖誕樹計畫

and that man you see there with the three stars,

而那位肩附三星的的男人

he's Captain Juan Manuel Valdez.

是璜·馬鈕艾爾·瓦德茲上尉

Captain Valdez was the first high-ranking official

璜·馬鈕艾爾·瓦德茲上尉 是第一位高階長官

to give us the helicopters and the support we needed

提供我們直昇機、與相關的支援

to put these Christmas trees up,

協助立起這些聖誕樹

and he said in that meeting something that I will never forget.

在那次會議中他說的話 我永遠不會忘記

He said, "I want to do this because being generous makes me stronger,

他說：「我想這麼做 是因為，寬宏大量讓我更強大

makes my men feel stronger."

讓我們的人感到更強大。」

And I get very emotional when I remember him

我想到他就非常激動

because he was killed later in combat and we really miss him,

因為後來他在戰場上犧牲了 我們非常感念他

but I wanted you all to see him, because he was really, really important.

但我想讓你們都看看他 因為他實在非常非常重要

He gave us all the support to put up the first Christmas trees.

他全力支持我們 完成第一批聖誕樹

What happened later is that the guerrillas who came out

後來的故事 就是游擊隊員們出來

during the Christmas tree operation and all of that

看到了我們的「聖誕樹行動」

said, "That's really good, Christmas trees are really cool,

說：「這很棒，放聖誕樹很酷。」

but you know what? We really don't walk anymore.

不過我跟你們說 後來我們不再走陸路了

We use rivers."

我們利用河運

So rivers are the highways of the jungle,

河流就是叢林裡的高速公路

and this is something we learned,

這是我們學到的其中一點

and most of the recruiting was being done in and around the river villages.

而多數的游擊隊員募集 都是來自河邊的村子或周圍的聚落

So we went to these river villages,

所以我們就跑去那些河邊的村落

and we asked the people,

我們問村裡的人

and probably some of them were direct acquaintances of the guerrillas.

我想他們有些人可能 有認識的人在當游擊隊員

We asked them, "Can you send guerrillas a message?"

我們問他們：「可以請你們 和游擊隊的人說些什麼嗎？」

We collected over 6,000 messages.

我們收集了超過六千則留言

Some of them were notes saying, get out.

有些人寫紙條說：「逃吧！」

Some of them were toys. Some of them were candy.

有些送出玩具 有些送的是糖果

Even people took off their jewelry, their little crosses and religious things,

甚至有人拿出自己的珠寶 十字架墜飾和宗教信物

and put them in these floating balls that we sent down the rivers

把這些東西全部放在浮球裡面 放到河面上

so that they could be picked up at night.

晚上的時候人們就可以把這些撿起來

And we sent thousands of these down the rivers,

我們送出了上千個浮球，順流而下

and then picked them up later if they weren't.

然後剩下沒有被撿到的 我們再收回來

But lots of them were picked up.

但有很多都被撿走了

This generated, on average, a demobilization every six hours,

這個活動產生的結果是 平均每六小時有一名隊員退出

so this was incredible and it was about: Come home at Christmas.

這結果很驚人，一切是在說： 「聖誕節了，回家過節吧。」

Then came the peace process,

然後就來到了和平進程

and when the peace process started,

當和平會談開始時

the whole mindset of the guerrilla changed.

游擊隊的觀念整個改變了

And it changed because

他們會轉變是因為

it makes you think, "Well, if there's a peace process,

這令人想到：「嗯， 如果都能和平會談了

this is probably going to be over.

這場戰爭大概快要結束了

At some point I'm going to get out."

到時候我總會退役的

And their fears completely changed,

他們的恐懼完全地改變了

and their fears were not about, "Am I going to get killed?"

他們不是怕說：「我會不會被殺？」

Their fears were, "Am I going to be rejected?

而是怕：「我會不會被排拒在外呢？」

When I get out of this, am I going to be rejected?"

「當我出來的時候， 我會不會被社會排擠呢？」

So the past Christmas, what we did was we asked --

因此在去年聖誕節 我們邀請...

we found 27 mothers of guerrillas,

我們找了 27 位游擊隊員的母親

and we asked them to give us pictures of their children,

請她們提供子女的照片

when they only could recognize themselves, so as not to put their lives in danger,

只有本人會認得自己兒時的長相 所以他們不會有生命危險

and we asked them to give the most motherly message you can get,

然後我們請每位母親 留下最慈愛的話語

which is, "Before you were a guerrilla, you were my child,

說道：「在你身為游擊隊員之前， 你是我的孩子

so come home, I'm waiting for you."

所以回來吧，我等著你。」

You can see the pictures here. I'll show you a couple.

看看這張照片 我給大家看看這些

(Applause)

（掌聲）

Thank you.

謝謝大家

And these pictures were placed in many different places,

這些照片張貼在很多地方

and a lot of them came back,

而有很多孩子回來了

and it was really, really beautiful.

這真的、真的很美

And then we decided to work with society.

然後我們就和社會合作

So we did mothers around Christmastime.

我們做過母親的活動和聖誕節的

Now let's talk about the rest of the people.

現在我們來談談其餘的人們

And you may be aware of this or not, but there was a World Cup this year,

你們也許知道，或是不清楚 不過今年舉行了世足賽

and Colombia played really well, and it was a unifying moment for Colombia.

哥倫比亞取得了非常好的成績 這也是哥倫比亞民心團結的重要時刻

And what we did was tell the guerrillas,

而我們就告訴游擊隊員們：

"Come, get out of the jungle. We're saving a place for you."

「來吧，離開叢林， 我們還留了位置給你。」

So this was television, this was all different types of media saying,

這是電視畫面 是各種不同的型態的媒體訊息：

"We are saving a place for you."

「我們有留下你的位置。」

The soldier here in the commercial says,

廣告裡的這位軍人說道：

"I'm saving a place for you right here in this helicopter

「我在直昇機上留了一個位置給你

so that you can get out of this jungle and go enjoy the World Cup."

你可以離開叢林， 和大家一起看世界盃。」

Ex-football players, radio announcers,

前足球選手、播報員、

everybody was saving a place for the guerrilla.

每個人都留了一個位置給游擊隊員

So since we started this work a little over eight years ago,

所以我們八年多前開始這個工作

17,000 guerrillas have demobilized.

共 17000 名游擊隊員脫離苦海

I do not -- (Applause)

我並不是...（掌聲）

Thank you.

謝謝你們

I don't want to say in any way that it only has to do with what we do,

我並不是說一切都是因為我們 這並非全是我們的功勞

but what I do know is that our work and the work that we do

但我知道我們的努力 我們做的事情

may have helped a lot of them start thinking about demobilization,

可能幫助到很多人 讓他們開始考慮選擇離開游擊隊

and it may have helped a lot of them take the final decision.

也可能讓他們很多人 下定決心行動

If that is true, advertising is still one of the most powerful tools of change

如果真是如此，廣告依然可說是 改變人心的最強力量之一

that we have available.

是我們能力所及的方式

And I speak not only my behalf,

我說這話不只是代表我自己

but on behalf of all the colleagues I see here

也代表在座所有的

who work in advertising,

廣告業同業

and of all the team that has worked with me to do this,

以及所有和我合作過 參與這件事的團隊

that if you want to change the world,

若你們想要改變世界

or if you want to achieve peace, please call us.

或你們想要取得和平 請打電話過來

We'd love to help.

我們非常樂意協助

Thank you.

謝謝

(Applause)

（觀眾鼓掌）