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SUB CATEGORY :
BEST USE OF SOCIAL MEDIA & EARNED MEDIA
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COMPANY ENTERING :
TBWA\SANTIAGO MANGADA PUNO,
MANILA
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TITLE :
DISGUSTING STORIES
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BRAND :
BAHAY TULUYAN PHILIPPINES
(SHELTER HOUSE)
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ADVERTISER :
BAHAY TULUYAN PHILIPPINES (SHELTER HOUSE)
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AGENCY :
TBWA\SANTIAGO MANGADA PUNO,
MANILA
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CHIEF CREATIVE OFFICER :
MELVIN M. MANGADA/NILS ANDERSSON
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EXECUTIVE CREATIVE DIRECTOR :
BRYAN SIY
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CREATIVE DIRECTOR :
JOHN ED DE VERA
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COPYWRITER :
BRYAN SIY
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ART DIRECTOR :
MELVIN M. MANGADA/ANNE SOLOMON
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ANIMATION DIRECTOR :
NOLAN FABULAR
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MUSIC SOUND DESIGN :
JASPER PEREZ
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AUDIO SOUND DESIGN :
PAOLO ESCANILLAS
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ACCOUNT DIRECTOR :
PORTIA CATUIRA
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ACCOUNT MANAGER :
PAOLO BROMA
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ACCOUNT EXECUTIVE :
JAKE ESPINA
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AGENCY PRODUCER :
SUNNY LUCERO/CHEESE BAGNES
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FILM PRODUCTION COMPANY :
HOW'S EVERYTHING, MANILA
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PRODUCTION HOUSE :
HOW'S EVERYTHING
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EDITOR :
MATTHEW CRUZ/VINCE BELEN
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AUDIO HOUSE :
SOUNDESIGN MANILA
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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?
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THE STRATEGY :
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 WHO ARE SOCIAL MEDIA ACTIVISTS WHO SHARE CONTENT TO START CONVERSATIONS ABOUT ISSUES THAT ARE IMPORTANT FOR THEM. 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? WE HAD TO BE DIFFERENT. TO TELL THE STORIES OF ABUSED CHILDREN, WE FOCUSED ON WHAT THE WORLD DOESN’T SEE OR HEAR.
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THE EXECUTION :
WE ENGAGED THE COUNTRY’S MOST INFLUENTIAL SOCIAL MEDIA ACTIVISTS TO SUPPORT THE ADVOCACY. 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.
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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.
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