The Eddie Mair Interview - How ads persuaded guerillas to lay down arms

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A peace deal which ended half a century of armed conflict was signed between the Colombian Government and the rebel group, the FARC in 2016.

One man who played a role in helping bring about the ceasefire is Jose Miguel Sokoloff.

He's not a politician or a military expert, but an expert in advertising. As he explained to Radio 4's PM programme, it was his unusual campaign that helped demobilize the FARC rebels.

(Photo: Xmas lights on trees Credit: Getty images)

Published on Friday, 23rd December 2016.

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