SUB CATEGORY :

DIRECTING

ENTRANT COMPANY :

DDB GROUP PHILIPPINES, MANILA

TITLE :

FAMILY BUSINESS "PLAY"

BRAND :

PHILIPPINE COMMISSION ON WOMEN

ADVERTISER :

PHILIPPINE COMMISSION ON WOMEN

AGENCY :

DDB GROUP PHILIPPINES, MANILA/
TRIBAL WORLDWIDE PHILIPPINES, MANILA

CHAIRMAN :

GIL CHUA

GROUP CHIEF FINANCIAL OFFICER :

JUDD BALAYAN

MANAGING DIRECTOR :

DIANE CHUA

MANAGING PARTNER :

REG CABANBAN

EXECUTIVE CREATIVE DIRECTOR :

DAN PAMBID

CREATIVE DIRECTOR :

SAM RAMOS/KC BATHAN

ART DIRECTOR :

DAPH SIASOYCO/JOSHUA RODAS

COPYWRITER :

HANNAH BERNABE

EXECUTIVE PRODUCER :

JANET LIONG

AGENCY PRODUCER :

MIKHAILL BESA

GROUP CULTURE OFFICER :

ANNA CHUA-NORBERT

STRATEGIC PLANNING MANAGER :

MARIE ADRIANO

STRATEGIC PLANNER :

PEDRO DISPO

SOCIAL MEDIA DIRECTOR :

DREI PENARANDA

SOCIAL MEDIA MANAGER :

PAM VASQUEZ

FILM PRODUCTION COMPANY :

PLAN B PRODUCTION AGENCY, MANILA

DIRECTOR :

JP GOPEZ

DIRECTOR OF PHOTOGRAPHY :

PETER FRAC

GAFFER :

DANIEL PAYUMO

ASSISTANT DIRECTOR :

MANMAN ANGCISO

EXECUTIVE PRODUCER :

JANET LIONG/MIKHAILL BESA

POST-PRODUCTION COMPANY :

DISSIDENT, MANILA

POST EXECUTIVE PRODUCER :

TRISSY GOPEZ

SOUND PRODUCTION COMPANY :

SOUNDESIGN MANILA, MANILA

SOUND DESIGNER :

MIGUEL CONCEPCION/ERROL APACIBLE

SOUND ENGINEER :

ALVIN LACERNA

ENGLISH SYNOPSIS :

The video shows what seems to be a normal day for a child. The dialogue between the child and the parent appears to be harmless. The parent is preparing the child for something. Near the end, it is revealed that the child is being prepared for a live chat or show with an online sexual predator. The last line uttered by the parent mirrors his/her first line in the video, serving as creative bookends in the script. Both videos, one featuring a girl being dressed up by her mom, the other featuring a boy being mentored by his dad, end with a message informing the viewers that it is the parents who are the perpetrators in these cases of online sexual exploitation. The film then asks the viewers to be the protectors of these children by reporting suspected cases to the PCW-OSAEC hotline.

ENGLISH CONTEXT EXPLANATION :

16.4% of Filipinos, live below the poverty line - evident in the sprawling slum areas and tenements all over the country.

Here, children are being sexually exploited online for profit. In 2022 alone, almost half a million children were believed to be used in creating online sexual exploitation materials. In a lot of those cases, the parents or a close relative are the ones pimping them.

Most children believe what their parents are asking them to do is what’s right, and going against them or elders is wrong – even exposing themselves to strangers in front of a webcam. Additionally, potential reporters of these crimes consider perpetrators as close acquaintances of the community. They look the other way instead of reporting to authorities. They think of these crimes as private matters instead of everyone’s business. These are the main reasons why online sexual abuse and exploitation of children get unreported.

The brief was to craft a material that can bring attention to these cases in a way that is realistic, relatable, and emotionally impactful or shocking without being over the top or visually explicit – to stir viewers to report suspected cases to the PCW hotline.