![TED Talks News and Politics show](https://d3dthqtvwic6y7.cloudfront.net/podcast-covers/000/030/149/small/tedtalks-news-and-politics.png)
Summary: "In my lifetime, I have never lived one day of peace in my country," says Jose Miguel Sokoloff. This ad executive from Colombia saw a chance to help guerrilla fighters choose to come home -- with smart marketing. He shares how some creative, welcoming messages have helped thousands of guerrillas decide to put down their weapons -- and the key insights behind these surprising tactics.