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  • SUB CATEGORY :
    EFFECTIVE LOTUS - SMALL BUDGET
  • COMPANY ENTERING :
    TBWA\SANTIAGO MANGADA PUNO, MANILA
  • TITLE :
    DISGUSTING STORIES
  • BRAND :
    BAHAY TULUYAN PHILIPPINES (SHELTER HOUSE)
  • ADVERTISER :
    BAHAY TULUYAN PHILIPPINES (SHELTER HOUSE)
  • AGENCY :
    TBWA\SANTIAGO MANGADA PUNO, MANILA
  • CHIEF CREATIVE OFFICER :
    MELVIN M. MANGADA/NILS ANDERSSON
  • EXECUTIVE CREATIVE DIRECTOR :
    BRYAN SIY
  • COPYWRITER :
    BRYAN SIY
  • ART DIRECTOR :
    MELVIN M. MANGADA/ANNE SOLOMON
  • ANIMATION DIRECTOR :
    NOLAN FABULAR
  • ACCOUNT DIRECTOR :
    PORTIA CATUIRA
  • ACCOUNT MANAGER :
    PAOLO BROMA
  • ACCOUNT EXECUTIVE :
    JAKE ESPINA
  • AGENCY PRODUCER :
    SUNNY LUCERO/FRANCIS BAGNES
  • FILM PRODUCTION COMPANY :
    HOW'S EVERYTHING, MANILA
  • PRODUCTION HOUSE :
    HOW'S EVERYTHING
  • EDITOR :
    MATTHEW CRUZ/VINCE BELEN
  • SOUND PRODUCTION COMPANY :
    SOUND DESIGN, MANILA
  • AUDIO HOUSE :
    SOUNDESIGN MANILA
  • CAMPAIGN SUMMARY :
    1 OUT OF 5 CHILDREN IN THE PHILIPPINES ARE ABUSED BY ADULTS THEY KNOW AND TRUST. BECAUSE OF SHAME, MORE CASES ARE UNREPORTED. WE NEEDED TO BREAK THE SILENCE THROUGH A RADICAL AND HUMANIZING APPROACH SO THE STORIES OF ABUSED CHILDREN CAN BE SHARED BRAVELY. WE TOLD THEIR STORIES THROUGH A FILM USING ACTUAL ILLUSTRATIONS BY ABUSED CHILDREN,DONATED BY
    DR. ELSPETH MCINNES, A RENOWNED SOCIOLOGIST FROM UNIVERSITY OF
    SOUTH AUSTRALIA FOR THE BENEFIT OF BAHAY TULUYAN (SHELTER HOUSE)- AN AUSTRALIAN FOUNDATION BASED IN THE PHILIPPINES THAT PROVIDES REFUGE AND REHABILITATION FOR SEXUALLY ABUSED CHILDREN. WE USED A GRAMMY NOMINATED SONG TORN, A POPULAR SONG THAT WAS ARRANGED UNEXPECTEDLY. THE FILM WAS POSTED IN BAHAY TULUYAN'S FACEBOOK PAGE. WE FACED THE RISKS OF BEING TAKEN DOWN, WITH FACEBOOK'S CONTROVERSIAL CENSORSHIP POLICY BANNING CONTENT FROM ART WORKS, PRO-LIFE GROUPS TO THE FAMOUS NAPALMED GIRL OF VIETNAM. WITHIN 24 HOURS AFTER BEING UPLOADED, THE FILM SPREAD AROUND THE WORLD REACHING 141 MILLION PEOPLE ACROSS 16 COUNTRIES. AND TRUE ENOUGH, FACEBOOK PULLED IT DOWN, AND SUSPENDED THE UPLOADER’S ADMIN PRIVILEGES FOR SUPPOSEDLY VIOLATING THEIR COMMUNITY STANDARDS. ONCE AGAIN THE STORIES
    OF ABUSED CHILDREN WERE SILENCED. LOCAL AND INTERNATIONAL MEDIA INCLUDING CONCERNED COMMUNITIES REACTED TO THE CENSORSHIP. ONLINE NEWS COMPANY RAPPLER, MADE A CALL TO “STOP THE SILENCE”. FACEBOOK EVENTUALLY REINSTATED THE FILM.
  • THE BRIEF :
    WORLDWIDE, MILLIONS OF CHILDREN ARE FORCED INTO SEXUAL INTERCOURSE EVERY YEAR. IN 2016, UNICEF REVEALED 1 OUT OF 5 CHILDREN IN THE PHILIPPINES ARE ABUSED BY ADULTS THEY KNOW AND TRUST. BECAUSE OF SHAME, MORE CASES ARE UNREPORTED.
    THOSE WHO SPEAK OUT ARE PUNISHED FOR DOING SO AND ARE SUBJECTED TO NEGATIVE REACTIONS WHICH DISCOURAGE RAPE SURVIVORS FROM TALKING ABOUT THEIR STORIES TO ANYONE. HOW CAN THE STORIES OF ABUSED CHILDREN REACH THE PUBLIC AND MOVE THEM TO SUPPORT BAHAY TULUYAN (SHELTER HOUSE), AN AUSTRALIAN FOUNDATION BASED IN THE PHILIPPINES THAT PROVIDES REFUGE AND REHABILITATION FOR SEXUALLY ABUSED CHILDREN?
  • THE STRATEGY :
    THE STORIES OF ABUSED CHILDREN ARE NOT EASY TO TALK ABOUT. BECAUSE OF FEAR AND SHAME, CONVERSATIONS ABOUT IT ARE RARE.
    WE NEED TO BREAK THE SILENCE THROUGH A RADICAL AND HUMANIZING APPROACH SO THE STORIES OF ABUSED CHILDREN CAN BE SHARED BRAVELY. THE VICTIMS AND THEIR FAMILIES “KEEP THE STORIES
    A SECRET”.THOSE WHO SPEAK OUT ARE PUNISHED FOR DOING SO AND
    ARE SUBJECTED TO NEGATIVE REACTIONS WHICH DISCOURAGE RAPE SURVIVORS FROM TALKING ABOUT THEIR STORIES TO ANYONE. WHILE BAHAY TULUYAN APPEALS TO A BROAD RANGE OF AUDIENCES GIVEN THE NATURE OF ITS ORGANIZATION, ITS CORE AUDIENCE IS THE WORKING CLASS, AGED 30-40 AS THIS IS THE GROUP WHICH WILL MOST LIKELY ACT ON SOCIAL ISSUES. THIS GROUP OF PEOPLE ARE SOCIAL MEDIA ACTIVISTS. THEY USE THE PLATFORM AS AN AVENUE TO SHARE CONTENT AND VOICE THEIR OPINIONS ON SOCIAL AND POLITICAL ISSUES, NOT JUST FOR THE SAKE OF POSTING, BUT ALSO FOR THE SAKE OF POSSIBLY STARTING A CONVERSATION. WHILE THE ISSUE OF CHILD ABUSE HAS BEEN TACKLED NUMEROUS TIMES, ESPECIALLY IN SOCIAL MEDIA, HOW DO WE CREATE MEANING TO A SEEMINGLY DESENSITIZED AUDIENCE? IN ORDER TO STAND OUT AND CREATE IMPACT, WE KNEW WE HAD TO BE DIFFERENT. TO TELL THE STORIES OF ABUSED CHILDREN, WE FOCUSED ON WHAT THE WORLD DOESN’T SEE OR HEAR. THE FILM WAS POSTED IN BAHAY TULUYAN'S FACEBOOK PAGE. WE FACED THE RISKS OF BEING TAKEN DOWN, WITH FACEBOOK'S CONTROVERSIAL CENSORSHIP POLICY BANNING CONTENT FROM ART WORKS, PRO-LIFE GROUPS TO THE FAMOUS NAPALMED GIRL OF VIETNAM.
  • THE EXECUTION :
    RATHER THAN MAKE THE TRAUMATIZED CHILDREN TELL THEIR STORY
    OF SEXUAL ABUSE,BAHAY TULUYAN ( SHELTER HOUSE) OF THE PHILIPPINES, USED ACTUAL ILLUSTRATIONS BY ABUSED CHILDREN DONATED BY SOCIOLOGIST DR. ELSPETH MCINNES OF UNIVERSITY OF SOUTH AUSTRALIA. TO GENERATE "TALKABILITY" ABOUT THE FILM, WE USED A GRAMMY NOMINATED SONG TORN, A POPULAR SONG THAT WAS ARRANGED UNEXPECTEDLY AND USED IN THE CONTEXT OF CHILD ABUSE.
  • THE RESULT :
    DESPITE MINIMAL MEDIA BOOSTING BUDGET OF $432.98, THE FILM SPREAD AROUND THE WORLD REACHING 141 MILLION PEOPLE ACROSS 16 COUNTRIES IN 24 HOURS, APPROXIMATELY $1.46M WORTH OF MEDIA VALUE. AND TRUE ENOUGH, FACEBOOK PULLED IT DOWN, AND SUSPENDED THE UPLOADER’S ADMIN PRIVILEGES FOR SUPPOSEDLY VIOLATING THEIR COMMUNITY STANDARDS. ONCE AGAIN THE STORIES
    OF ABUSED CHILDREN WERE SILENCED. LOCAL AND INTERNATIONAL MEDIA INCLUDING CONCERNED COMMUNITIES REACTED TO THE CENSORSHIP. ONLINE NEWS COMPANY RAPPLER, MADE A CALL TO “STOP THE SILENCE”. FACEBOOK EVENTUALLY REINSTATED THE FILM. “YOU CAN’T WATCH THIS AND NOT WANT TO SCREAM, BUT ALSO HELP OUT SOMEHOW. IT WILL MAKE YOU SAD. IT WILL MAKE YOU ANGRY. IT IS AS BRUTAL AN INDICTMENT OF OUR WORLD AS ALMOST ANYTHING–AND THAT’S ENTIRELY THE POINT. “ -FAST COMPANY