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  • SUB CATEGORY :
    PUBLIC SERVICES & CAUSE APPEALS
  • COMPANY ENTERING :
    MULLENLOWE TREYNA, MANILA
  • TITLE :
    RIGHT TO CARE
  • BRAND :
    RIGHT TO CARE
  • ADVERTISER :
    RIGHT TO CARE
  • AGENCY :
    MULLENLOWE TREYNA, MANILA
  • CHAIRMAN :
    MIKE TRILLANA
  • CHIEF EXECUTIVE OFFICER :
    MIKE TRILLANA/RAFFY BARISO
  • CHIEF SYNERGY OFFICER :
    RAFFY BARISO
  • CHIEF TECHNOLOGY OFFICER :
    FRANCIS BAUTISTA
  • EXECUTIVE DIRECTOR TECH & PLATFORMS SERVICES :

    RAFFY BARISO/QAIROS
  • CHIEF CREATIVE OFFICER :
    ABI AQUINO
  • CREATIVE CHAIR :
    LEIGH REYES
  • EXECUTIVE CREATIVE DIRECTOR :
    ROMAN CARLO OLIVAREZ
  • CREATIVE DIRECTOR :
    JOPY ARNALDO/MYLO DE BORJA
  • SENIOR ART DIRECTOR :
    ADRIAN DE GUZMAN/KRYSTEL YBAÑEZ
  • SENIOR COPYWRITER :
    PAULO DELA ROSA/XANTI GONZALES
  • COPYWRITER :
    JAM PASCUAL/JULIAN BATO
  • CREATIVE TECHNOLOGIST :
    FRANCIS BAUTISTA
  • MULTIMEDIA PRODUCER :
    KIM TIMAN
  • DIGITAL ADVERTISING SPECIALIST :
    ROKEY DESINGANO
  • CONTENT & PLATFORMS MANAGER :
    BRIAN TENEDERO
  • UI DESIGNER :
    CRISTINA GUANZON
  • FRONT-END DEVELOPER :
    RHEA ETABLE
  • SENIOR MULTIMEDIA ARTIST - STUDIO LEAD :
    JOSE LUIS "JL" MARFORI
  • CLIENT SERVICE DIRECTOR :
    AIMEE SARMIENTO
  • ACCOUNT DIRECTOR :
    TRINA NADELA
  • SENIOR ACCOUNT MANAGER :
    KIT CALANGI
  • ACCOUNT MANAGER :
    PAU FRAYCO/KRYZZLE GASPAY
  • EXPERIENTIAL MARKETING LEAD :
    NIKKI TORRES
  • STRATEGIC PLANNING DIRECTOR :
    VIBOY PALILLO
  • PR DIRECTOR :
    TRICIA KIOCHO
  • PR & EVENTS WRITER :
    AJ DELAS ALAS
  • MEDIA PLANNER :
    ROKEY DESINGANO
  • PR AGENCY :
    MULLENLOWE TREYNA, MANILA
  • PR DIRECTOR :
    TRICIA KIOCHO
  • PR MANAGER :
    GERALD LIM
  • PR SPECIALIST :
    ISSA FAMINIAL
  • PR WRITER :
    ERWIN DE LEON/AJ DELAS ALAS
  • MEDIA RELATIONS :
    IRIS DEL FIERRO/NIKKA RAMOS
  • FILM PRODUCTION COMPANY :
    GO MOTION PRODUCTIONS, MANILA
  • DIRECTOR :
    JOSEPH TEOXON
  • DIRECTOR OF PHOTOGRAPHY :
    GILBERT BUEN
  • FILM PRODUCER :
    DEXTER MANALO
  • PRODUCTION MANAGER :
    JEN DOMONDON
  • PRODUCTION DESIGNER :
    JOYFUL SAMUDIO
  • CASTING :
    IAN BASA
  • POST-PRODUCTION COMPANY :
    FREELANCE
  • EDITOR :
    ERWIN TOLEDO
  • SOUND DESIGNER :
    JOJO MOLL/PATTI LANGAS
  • COMPOSER :
    WONDERCOLLAB
  • CAMPAIGN SUMMARY :
    Medical decisions that mean life or death can be denied to you in the Philippines, simply because you're queer. It is illegal to decide for your queer partner. Hospitals can only give this right to the next-of-kin, even if it is against your partner's wishes.
    This is the injustice the Right to Care Card seeks to remedy, in a country where a decades-old SOGIE (Sexual Orientation, Gender Identity, and Expression) bill has yet to be passed into law.
    The Right to Care Card creatively repurposes a Special Power of Attorney (legal document commonly used in financial transactions) into portable proof that authorizes LGBTQ couples to decide for each other during medical emergencies. Created in partnership with multiple legal teams, the Right to Care Card legalizes what was previously thought to be impossible while still obeying the Philippine Constitution.
    The mayor of Quezon City, the Philippines' most populous city, launched the Right to Care Card during Pride March 2023.
    Half of the social buzz around Pride mentioned the card. Organic pickup by 132 media outlets and a total of 85.2 million organic impressions meant a lot of awareness could be converted into action.
    731 couples signed up during the launch period. The Department of Health declared its support. The Commission on Human Rights released a full statement hailing the Right to Care Card as a brave step towards equality. Other Philippine cities are now considering the card for their own constituents.
    Equality in sickness and in health should not be a privilege. Everyone should have the Right to Care.
  • CREATIVITY/IDEA/INSIGHT :
    If the law has yet to address discrimination based on sexual orientation, what if it could also be our ally?
    To remedy this healthcare injustice, we partnered with multiple legal teams to find a way. The Right to Care Card creatively repurposes a Special Power of Attorney (a legal document commonly used in financial transactions) into portable proof that authorizes LGBTQ couples to decide for each other during medical emergencies. The Right to Care Card legalizes what was previously thought to be impossible, while still remaining within the Philippine Constitution.
  • STRATEGY :
    The SOGIE (Sexual Orientation, Gender Identity, and Expression) bill is the longest unpassed bill in the Philippine Senate, languishing over decades. The Philippines has a Catholic majority, and this religious bias has been used to deny its passage. The law should be able to protect everyone, but without this bill, gender-based healthcare discrimination persists.
    This is the injustice the Right to Care Card seeks to remedy through the Special Power of Attorney (legal document commonly used in financial transactions) embedded in the card. This card functions as portable proof that authorizes LGBTQ couples to decide for each other during medical emergencies.
  • EXECUTION :
    Medical decisions that mean life or death can be denied to you in the Philippines, simply because you're queer. It is illegal to decide for your queer partner. Hospitals can only give this right to the next-of-kin, even if it is against your partner's wishes.
    This is the injustice the Right to Care Card seeks to remedy, in a country where a decades-old SOGIE (Sexual Orientation, Gender Identity, and Expression) bill has yet to be passed into law.
    The Right to Care Card creatively repurposes a Special Power of Attorney (legal document commonly used in financial transactions) into portable proof that authorizes LGBTQ couples to decide for each other during medical emergencies. Created in partnership with multiple legal teams, the Right to Care Card legalizes what was previously thought to be impossible while still obeying the Philippine Constitution.
    Equality in sickness and in health should not be a privilege. Everyone should have the Right to Care.
  • RESULT :
    The mayor of Quezon City, the Philippines’ most populous city, launched the Right to Care Card during Pride Month. Fully half of the social buzz around Pride mentioned the card. Organic pickup by 132 media outlets and a total of 85.2 million organic impressions meant a lot of awareness could be converted into action.
    731 couples signed up during the launch period. The Department of Health declared its support. The Commission on Human Rights released a full statement hailing the Right to Care Card as a brave step towards equality. Other Philippine cities are now considering the card for their own constituents.