A peace deal which ended half a century of armed conflict was signed between the Colombian government and the rebel group, the FARC in 2016. One man who played a role in helping bring about the ceasefire is Jose Miguel Sokoloff. He's not a politician or a military expert, but an expert in advertising. In this second part of an interview he explained to Radio 4's PM programme, it was his unusual campaign that helped demobilize the FARC rebels. Part One of this interview 'How ads persuaded guerillas to lay down arms' was broadcast on 23 December 2016 and is available as a podcast.