We will move from words to deeds. Life commitment.

A few days ago I was in the Central American city with the questionable distinction of being the most dangerous city in the world: San Pedro Sula. I understand that in this category it rivals the second most dangerous city on the planet: Tegucigalpa. With the pain of my soul, this means murders, kidnappings, assaults and all kinds of violence.

While this goes on, the advertising community watches passively. In a collective application of the antonym of love, these beautiful cities live in indifference and a sort of citizen denial of a reality that we must change.

In the presentation made in the framework of the event organized by Advertising Age, I did my best to make the audience think that I would talk about creativity as the main topic, when in fact I was going for the idea of focusing on serving as an influence to bring about change and improvement. On the way to the presentation I started with humor and emotion, while proposing creativity in Re and Co.

Creativity to revolutionize, renew, reinvent, reinforce, reinvigorate, relaunch. To reset, refresh, revitalize, redesign, reimagine and reenvision. In a word, to innovate and make sure that we do not serve to defend the status quo, but precisely to modify it with the intention of making our world a better place.

I proposed creativity to co-create, co-design and co-exist. Aware of the importance of adding collectively and synergizing to achieve maximum results, I focused with everyone on the idea of creativity in consistency with our values, in cooperation, collaboration, coexistence and commitment.

As we approached the end of the presentation, with a significant charge of energy in the air, I showed them a powerful case of influence. In the struggle between Jews and Palestinians, we saw an idea of depth and scope that resonated in a big way: Blood Ties.

When the time came, the invitation came to every person willing to serve for a safe Honduras. With the intention of influencing the reduction of crime in Honduran cities, I proposed that anyone who wanted to express their agreement to make a collective effort stand up. After the first person, who was a woman, they followed one by one and one by one, until it was unanimous and exciting.

At that moment and while we were all standing, we saw the Rios de Luz case in Colombia.

We are an influential community, because every day we publicists reach millions of people with our daily work. For this reason, in an environment such as the one in which we live in our Central American countries, we cannot continue as passive observers in the face of circumstances.

With great emotion, we assume the commitment to channel efforts to achieve a safer Honduras. Put simply, a single hit man who decides to take his finger off the trigger will mean a life saved. And if all our efforts were to save one life, we will have made a difference of the utmost importance.

The Arab Club of San Pedro Sula was the setting for a commitment made. In a year’s time we will meet to review what we have done, and how, through creativity in re and co, we will serve to save lives and initiate transformation.

We will move from words to deeds. Life commitment.

___________________________________________________________________________________

Twitts