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  • SUB CATEGORY :
    HEALTH & WELL-BEING
  • ENTRANT COMPANY :
    MULLENLOWE TREYNA, MANILA
  • TITLE :
    SCOLIOSIS #STRIPESFITCHECK
  • BRAND :
    SCOLIOSIS PHILIPPINES
  • ADVERTISER :
    SCOLIOSIS PHILIPPINES
  • AGENCY :
    MULLENLOWE TREYNA, MANILA
  • CHAIRMAN :
    MIKE TRILLANA
  • CHIEF EXECUTIVE OFFICER :
    MIKE TRILLANA
  • CHIEF CREATIVE OFFICER :
    ABI AQUINO
  • CREATIVE CHAIR :
    LEIGH REYES
  • EXECUTIVE CREATIVE DIRECTOR :
    ROMAN CARLO OLIVAREZ
  • CREATIVE DIRECTOR :
    GABIE OSORIO
  • ASSOCIATE CREATIVE DIRECTOR :
    PAULO DELA ROSA
  • ART DIRECTOR :
    EVAN CARLO MATUTINA
  • COPYWRITER :
    HANNAH CHING
  • EXECUTIVE PRODUCER :
    PUNCH PINEDA
  • CLIENT SERVICE DIRECTOR :
    MELISSA JIMENEZ
  • DEPUTY CLIENT SERVICE DIRECTOR :
    TIFFANY BARCELONA
  • ACCOUNT DIRECTOR :
    STEPHANIE VELASCO
  • SENIOR ACCOUNT MANAGER :
    ANGEL ACANCE
  • ACCOUNT MANAGER :
    MONIQUE DIEGO/AMANDA JOSON/RENEE LORENZANA
  • STRATEGIC PLANNING DIRECTOR :
    VIBOY PALILLO
  • PR DIRECTOR :
    TRICIA KIOCHO
  • MEDIA AGENCY :
    QAIROS INC., MANILA
  • MEDIA PLANNER :
    DARLENE BASILIO
  • CONTENT & PLATFORMS DIRECTOR :
    CELINE TILA
  • CONTENT & PLATFORMS MANAGER :
    CHARLES ANGELO BELEN
  • PERFORMANCE MARKETING DIRECTOR :
    FRANK FRANCISCO
  • PR AGENCY :
    MULLENLOWE MARC, MANILA
  • CONTENT WRITER :
    SARA SIGUION-REYNA
  • MEDIA RELATIONS :
    IRIS DEL FIERRO/NATALIA TUPAZ
  • HEAD OF CONTENT :
    ERWIN DE LEON
  • JUNIOR ACCOUNT MANAGER :
    ICA QUISEL
  • HEAD OF ACCOUNTS :
    GERALD LIM
  • FILM PRODUCTION COMPANY :
    PARADIGM PRODUCTION AND DESIGN, MANILA
  • EXECUTIVE PRODUCER :
    PUNCH PINEDA
  • POST-PRODUCTION COMPANY :
    PARADIGM PRODUCTION AND DESIGN, MANILA
  • EDITOR :
    JANN MADARIAGA/KRISTIAN BUENSALIDO
  • SENIOR MULTIMEDIA ARTIST :
    JL MARFORI
  • MULTIMEDIA ARTIST :
    KARA CALAMBA
  • POST EXECUTIVE PRODUCER :
    PUNCH PINEDA
  • POST PRODUCER :
    JEN DOMONDON
  • MULTIMEDIA PRODUCER :
    KIM TIMAN
  • SOUND ENGINEER :
    POPE PAREDES/PAOLO ESCANILLAS
  • MUSIC PRODUCTION :
    JEFFREY HERNANDEZ/JASPER PEREZ
  • ACCOUNT MANAGEMENT & CASTING :
    WENDY GAERLAN/PIA MEILY/BAU BAUTISTA
  • CAMPAIGN SUMMARY :
    1 in 5 people has scoliosis. Most cases remain undetected until
    it’s too late, where the patient is already suffering from severe scoliosis.

    The best way to address scoliosis is through early detection. But if the onset of scoliosis is hard to be detected by an untrained eye, how can people know that they need help?

    To aid this, Scoliosis Philippines launched the Scoliosis #StripesFitCheck, an awareness campaign that uses striped shirts to spot subtle body misalignments—potential signs of scoliosis.

    We asked Filipinos to put their striped shirts on and see if the lines along the shoulders, back, ribs, and hips show distorments –– an indication that there might be mild scoliosis, which can still be corrected when treated right away by medical professionals.

    The campaign started when Miss Universe 2018 did the #StripesFitCheck, revealing her scoliosis for the first time.

    Mcdonald’s striped icon, Hamburglar, joined the cause. Thousands of Filipinos took their lead and followed suit.

    The national government showed support by initiating a National Stripes Day, encouraging medical practitioners nationwide to join the cause.
  • CREATIVITY/IDEA/INSIGHT :
    Unlike other serious illnesses for which early detection is critical, scoliosis has grown into a significant health issue in the Philippines because its early-stage symptom has remained hidden in plain sight. And it is ironic that the thing that obscures a scoliotic spine from everyone, is itself plain for everyone to see––the clothes we wear.

    In thinking of a solution that could make early detection simple and obvious, that piece of irony was mind-opening as the answer was right in front of us all along; The solution was in the problem—or more specifically, in the cause of the problem: What if we made the clothes that hid scoliosis the very tool to reveal it?

    Introducing, the Scoliosis #StripesFitCheck.

    Turning everyone’s striped shirts into an early detection tool for scoliosis.
  • STRATEGY :
    The goal is simple – make detecting early signs of scoliosis as accessible as possible. It must also work as the function that replaces the need for a screening, to help fill the gap that the lack of medical access created.

    We used the following considerations to achieve the goal we set.
    1. What is something that most people, if not everyone, have?
    2. Since early signs of scoliosis are invisible to the untrained eye, is there anything that can help reveal what is not easy to see?
    3. How do we make the procedure less frightening for people? How can it be educational and informative in such a way that they would be encouraged to seek out help from professionals for their health?

    The answer is hiding in plain sight. To mobilize this, we took one of the most common trends people love to do on their socials.
  • EXECUTION :
    We turned a simple wardrobe staple into a tool that can help with early detection of scoliosis.

    Scoliosis #StripesFitCheck is an awareness campaign that utilizes the power of stripes in revealing the subtle, mild misalignments in the body, which could potentially be scoliosis.

    The self-test procedure follows a 3-step guide that points to the body parts where early scoliosis usually occurs. Each content appears like a #fitcheck video, ensuring everyone can easily understand what they need to do. Then, people were directed to a consultation website at the end of every video.

    The campaign kicked off during Scoliosis Awareness Month with a volunteer – Miss Universe 2018 Catriona Gray, who revealed her scoliosis for the first time.
  • RESULT :
    After Catriona posted her #StripesFitCheck, conversations about scoliosis started to happen everywhere.

    Thousands of Filipinos joined right away. Even Mcdonald’s very own striped icon lent his stripes for the cause.

    This led to the national government implementing the National Stripes Day, encouraging medical professionals to join the massive awareness drive simply by wearing a striped shirt as part of their uniform.

    Because of the volume of people that wanted to understand our cause, Scoliosis PH’s website crashed after getting 7 million site visits in a matter of days.

    As of today, we have recorded 225.3 million total video views and 214.5 million total impressions. We have also achieved PHP 92.6 million PR values without spending anything.

  • URL 1 :
    https://scoliosisphilippines.org/the-stripesfitcheck-campaign/
  • URL 2 :
    https://www.tiktok.com/@mcdoph/video/7418526597545774343?is_from_webapp=1&sender_device=pc&web_id=7236239998764762625
  • URL 3 :
    https://www.tiktok.com/@catriona_gray/video/7386219962458852626?is_from_webapp=1&sender_device=pc&web_id=7236239998764762625
  • URL 4 :
    https://www.tiktok.com/tag/stripesfitcheck