Herbin Hoyos was kidnapped by FARC for 17 days after being lured to a fake prize award. During his captivity, he met another hostage who recognized him from his radio program. After the army raided the FARC camp, Hoyos was freed. Upon his return, he started a radio program called "The Kidnapped Voices" to give families of hostages a way to communicate with their loved ones. Over the years, the program grew significantly as the hostage crisis worsened. The proposed campaign will create a 3-minute television commercial highlighting Hoyos' work through his radio program and advocacy efforts to raise awareness about hostages in Colombia.