Soy Capaz - Branding and national reconciliation
This month we are in the middle of a campaign that has enlisted the private sector in the push for national reconciliation. The name of the campaign is Soy Capaz, ( I am capable).
There is the superstar song and Youtube with all the most famous singers
There is a lot of public push in terms of propaganda and messaging around Colombia needing to move on from years of war and atrocities. Lots of memories, trauma, and bitterness to get over. Last summer at Berkeley before we left I saw the new Colombian ambassador speak and he had lots of messaging around reconciliation, including a moving story about his own daughter being kidnapped. There is plenty of historical precedent, from South Africa, Rwanda, the Balkans, about how to move on. When we went to the circus in August, the clowns took a break from fighting and waved white flags and asked us all to get along.
Here is a recent newspaper story, with three compelling stories of reconciliation:
A photo of a woman who had been kidnapped hugging the guerrilla who kidnapped her, a story of someone who’s kid had been shot supporting the kids of the shooter (at BMX racing) , and a man in a wheelchair from gang crime who works with youth in a poor barrio.
So we now have a Chamber of Commerce type campaign to get all the companies’ brands to message along. You take the beginning Soy Capaz, and then you riff on it in some ways that has a pun between your product, and reconciliation, or some broad social aspiration
http://www.soycapaz.org/que-es
For Instance the local soccer club weighed in with their angle
http://deportivocali.co/el-futbol-ni-justicias-divinas-ni-rencores/
Here is a big banner over the checkout counter at our local mega market Jumbo ( I am capable of constructing progress)
And note the huge paper cranes hanging around the store.
Here is the logo of the restaurant chain , Crepes and Waffles, redone to be a Soy Capaz logo, in that way that you don't really see the rewriting because the font and design are so close to the original.
And I went to buy eggs, and I had a choice of Soy Capaz eggs, or not. I went with the Soy Capaz eggs because I would have bought them anyways ( I am capable to feed a smile )
And Friday night we were out at and met some folks at a promotional event outside some stores and restaurants in the neighborhood. I asked a guy I met who worked for the big candy company whether he was part of SoyCapaz, and he whipped out his Iphone to show me the product - a SoyCapaz lollipop
“Soy Capaz de ponerle sabor a lo que amo” ( I can put flavor in that which I love?!)
“Soy Capaz de alimentar los sueños de todo un país” ( I can feed the dreams of a whole country)
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