we created a poetic piece which will serve as Colombia’s reconciliation message to the world. We want humanity to reflect upon the nonsense of war which men and women around the world have to face daily. We want people to think for a while about how this world would be if, instead of investing resources in war, we did in flowers.
Philosophy
The world needs more flowers and less weapons.
Problem
Traditionally, Colombia has been recognized because of its stigma and not because of its flowers, as it should be. The more than 500 varieties of Colombian flowers are beautiful, and they are a fundamental product in our economy. We are the main flower provider to the USA, and one of the world’s biggest flower exporters. Flowers provide foreign exchange and welfare to more than a million people in the countryside, where most poor families in the country live. Today, once the peace agreement has been achieved, we are dreaming of a better future. However, for that purpose, it is essential that the agricultural sector grow vigorously, for we will need a great number of jobs so former FARC members can stop their illegal activities such as kidnapping, extortion, and drug trafficking.
Result
This impacting metaphor has been shared worldwide.