Colombia is selling itself out.
In a campaign similar to that of Philip Morris with the Marlboro brand, Colombia is trying to change the world’s perception of its war ridden hostage situation in much the same way as Philip Morris hid the relationship between smoking and cancer for so many years. This time it’s in the form of a video called “Colombia is Passion.”
Since the 1990’s, with the eruption of cocaine consumption and the rise of Drug Barons such as Pablo Escobar, Colombia has been perceived as one of the most dangerous countries to visit. Put on the black list with countries such as North Korea and Cuba, tourism was at an all time low in the 1990’s. In response to this “dire” situation the new government of Colombia, headed by Alvaro Uribe, (who was elected in 2002) created and paid for a 4 million-dollar advertising campaign to brand Colombia as a country of passionate, good people.
The result is a video, in English, blatantly advertising all the wonders of Colombia, coupled with merchandise, and a countrywide campaign to change Colombians’ perception of themselves. This campaign has achieved spectacular results. In just two years tourism increased by 65%, and not only that, it has created what can only be called a brainwashing of its citizens. Colombians now believe they live in one of the happiest countries in the world, as related by two studies on world happiness done in 2003 and 2005, by the University of Erasmus at Rotterdam and the New Economic Foundation in London, respectively.
There’s nothing wrong with advertising a country’s positive points but the historical situation in which this advertisement was created and the denial of where the money comes from to pay for this advertisement (The government paid for 65% of the costs) seems to tell another story.
As Simon Jenkins says in the Guardian on Feb 8, 2007, “Passion alone won’t rescue Colombia from its narco-economy stigma.” Colombia still produces 90% of the cocaine that is consumed in the U.S. and 60% of its heroin (even after 6 billion dollars of U.S. aid to fight the drug war). Whatever way you turn the pancake, it is a country laden with Drug Money.
If you want to delve further into it, it has one of the biggest populations of displaced people in the world, second only to Sudan and there are still 700 people, or more, held hostage in the jungle by the FARC.
How does the video make us forget all of this?
With mesmerizing cinematography of the countries astounding biodiversity and a little girl speaking in English with a Colombian accent, the video tells the world how Colombia is composed of “ many, many, many good people… we Colombians, are ordinary people…people with problems but who are nonetheless considered among the happiest under the sun.”
Sometimes the video feels as if it is trying to hide the holocaust behind the images using all the tricks of the trade. Again, much in the same way Philip Morris was able to market filtered cigarettes as being healthy. Where does advertising stop and deceiving begin?
St. Tertius, on a comment left on the guardian article mentioned above, equates the video “Colombia is Passion” to what the Catholic Church has been doing for years on end; he says on Feb 9, 2007, “I hate the “Colombia es pasión” advertisement. Its not-so-subtle religious undertones reminds many of us of the times when referring to Colombia as “el País del Sagrado Corazón” [Land of the Sacred Heart] wasn’t intended as a complement, but as an indictment for the most backward aspects of its culture.”
Nonetheless, the video is very well made, so much that Colombians themselves have began to believe that Colombia is a perfect, happy place and that it can and will live up to the Lonely Planet accolade as the 9th best tourist attraction in 2006. Aren’t there some really obvious problems that have to be dealt with, though?
If Colombians have a passion for something it’s a passion for killing their brothers. A passion that has spanned a couple of centuries and has left the county ravaged by “underground” civil wars after civil wars. Yet, the country still manages to proclaim itself as the longest standing democracy in South America. It seems then, that this whole self- deception has become a habit in Colombia. Colombians can’t handle the truth, so they prefer to hide it. Even Gabriel Garcia Marquez disguises it in his style of writing, which has been tied up in the most simplistic of terms as “magical realism”: “Magical realism is perfectly suited to a country like Colombia, where the truth is often so terrible and unspeakable that it needs to be told as if it were a fantasy,” according to New York Times contributor Silvana Paternostro.
Where is the fine line between fantasy and reality? It lies in the crack between the message announced by the Colombia is Passion video and the Confession of one of the Paramilitary leaders, (private armies who vow to kill every last FARC rebel) who avowed before an U.S. court to at least 300 murders (the Colombian police holds him responsible for the deaths of more than 7,000 Colombians).
Where is the truth? It’s certainly not in this Public Service Announcement.
BU student majoring in Music (non-performance) and double minoring in french and journalism 
User
it is absolutely stupid what you say… It is so easy to take out the bad things of a Country, of a person and start telling them. study and read more, if you track history you’ll notice that nearly all countries have had a negative and bad situation like Colombia did for nearly two decades. but now things are different, people have faith and the world looked back to Colombia in a different way, giving Colombia and Colombians a new chance for bussines, tourism and investment. it is obvious that Colombia still faces problems, and they are not trying to hide them or stop the sunlight with one hand, they are doing a wonderfull effort, and showing the world real improvement. what do you think about the other Latinamerican countries, neighbours ? America ? keep studing music, for shure you do very wel with the flaute…
Thank you for your comment Juan. I’m not critiquing the fact that any country ,and every person for that matter, should play on his or her own strengths as opposed to his or her own weaknesses. I’m only talking about the fact that this campaign “Colombia is Passion” seems to be an escape from the reality of Colombia in which we can all wallow and feel superficially comfortable. “Ignorance is not bliss.”
Please refrain from personal attacks and inappropriate language when commenting on my site.
Well Is December, Six months after your Fight.. I personally believe the logo “Colombia is Passion” is making the opposite effect.. For example: “We are not drug dealers”..Indirectly you are remembering all the people about Colombian Drugs.. “Our country is safe” Same effect here, We are telling the world that check the current country stats and Human rights Report, before you go to Colombia… I totally hate this logo, now if you turn this logo 180 degress it will become an ass throwing “Crap”.. probably in this way will make more sense.
PS: All my apologies for my average english.. I’m currenty an ESL student and I found in this log a good way to practice…
Interesting post but I am going to have to disagree with you on many aspects. Having lived in Colombia for over 15 years I can tell that Colombia is full of wonderful and hardworking citizens, unfortunately it has an internal war that has been going on for over 50 years which got worse because of drug traffic.
Now this country has over 47 million people and less than 7 million can be linked to terrorism or drugs. So what about the other $40 miliion? Is it crime for them to try and improve the image the world has about them and their country? I know for a fact colombians are well aware of the problems they have, they live it everyday and it’s a truth no one can hide. I also know that what the video says is true, the country is beautiful, the people are kind and generous and the current governement has done everything possible to fight the internal war with the FARC, ELN, AUC and drugs.
Unfortunately 50 years of delinquency, terror, blood and drugs cannot be vanished in one day. You may be correct on one thing, drug money has made its way in to the economy and many years will pass until this changes. Why? Well as long as the US and Europe continue to consume I’m pretty sure there will always be someone willing to grow, produce and traffic cocaine, thus laundering money back in to the country. It’s the law of the land my friend supply -vs- demand.
I don’t think the country should be stigmatized for it’s problems, no country should. You’re practically stating that the mistakes of a few citizens are enough to attack the country and its people, not giving them a chance to prove who they really are. Give the country a chance to prove to the world there is more to it than drugs, besides you will not have a true opinion until you’ve had the experience to visit and enjoy the beauty of its people and the diversity of its cultures. I’ve met many Americans, Canadians and Europeans that have been to Colombia and when they return they all tell me how wrong they were in their assumptions.
Let Colombians improve the image the world has of them, we Americans do it all the time, we will ot tolerate anyone attacking our home in any way; we love our country, we’d die for it if necessary. Every country in the world should have the same commitment and love the Colombians are now manifesting for their nation. Wouldn’t you do anything at your reach for the good of your country?
Thanks Pedro for your text, and I disagree with the way that Juan insults you. I agree with you about the impact of the video “Somos Pasión”, in a congress in Colombia, I suggested the term “new nationalism” linked with Colombia is Passion and new ways to abord nationalist feeling. The Tropipop as new point of reference about patriotic music, and all the myths of colombian life showed in video.This new nationalism is (apart of false) agressive and macarthist, and very related with free trade and a depurated images about ways (even clasist) to live Colombia.
Colombia is passion is having the same effect of what G Orwell write in his book 1984. ”war is peace” and ”Peace is war”, it is the same sh…t
Never in the history of this country has been so many corruption scandals, we have a new one every week, the only numbers that are growing in colombia are the number OF internal refugees (4 million), the Number of people without jobs (between 8 and 10) , the killings of young people that are shown as terrorists by the army, but nobody seems to care about all this reality, because Colombia is a big brother society where a propaganda machine has been created ans is so powerful that the Colombian people, even the poorest and defranchised support this sate of affairs without even knowing that are supporting his oppressor.
This neo-con, corporate, re branding of a society is a new step in the propaganda and psychological war that colombia is having against his own people and the rest o Latin America. Period.
thanks a lot for your text. the replies against your text are reinforce your points. I´m colombian and i have to lead everyday with this lie, writed in the deepest of the colombian mind, is very idiosincrathic , defines us very clear. the most important thing is “seem” not “be” :the truth is not an option, the only way is hide. For me this is the key of all our problems. excuse me for my poor english
As I quote you on “If Colombians have a passion for something it’s a passion for killing their brothers” I feel sick.
Yes, we have many things to work on. Would you rather strip a poor people from their hope than let them dream of a better future? This campaign might not be perfect but it has succeeded by bringing FDI and tourist at increasing rates since it was launched.
At the end of the day noone is forced to come visit or invest their money.
And, I kindly offer you my advice: Stick to music because this type of amateur journalism will not take you anywhere.
Pedro, I think this kind of article is SO necessary for colombians to read (i.e. write spanish version). The idea that a lot of our people really could believe that they can possibly consider themselves “among the happiest under the sun” scares me. However, I strongly disagree with your phrase “If Colombians have a passion for something it’s a passion for killing their brothers”. Such a radical generalization can take away from the articule a lot of credibility. I like to think about colombians (not only the victims but guerrilleros, narcodealers, paramilitares, common smuglers and a loong etc.) as victims of the atrocious and extremely unequal social situation of the country and blame the selfishnes and insensibility of our leaders. I also think we have the right to tell the story of those who are not involved in the violence and drugs, but the cheap propaganda used by the goverment is certainly not something I agree with.