2012 Results

CAT 24 - Media Innovation - Alternative Media (MI)

SILVER

DDB DM9JaymeSyfu/Digit (PHILIPPINES)

Gabriela - Campaign Against Sex Scandal Videos, "Bury The Past Project"24-02143-MI
 

Agency (city): DDB DM9JaymeSyfu

Creative Director(s): Merlee Jayme, Eugene Demata

Copywriter(s): Aste Gutierrez

Art Director(s): Biboy Royong, Buboy Paguio

Production Company (& City): Tower of Doom, Makati City

Agency Producer(s): Carlo Perlas

Account Director: Gabbie Santiago

Interns: Natalla Dionisio, Criselda Jane, Rhalyn Maske, Jed Perez

Short explanation

The Bury The Past Project is an integrated campaign that got thousands to add to their last name on Facebook the one word common to every scandal video search —'Scandal'.
In tandem with further Search Engine Optimization, this would bury scandal video sites deep
in search results, making them that much harder to find for sex scandal video searches.

Description

The Philippines is number one in the world in sex scandal video searches, with 300,000 a
month on Google, Yahoo!, and now, alarmingly, Facebook.
These lead to the million-plus local sex scandal videos online, most featuring girls now living in shame due to the predominantly Catholic society.
Gabriela, one of the world's foremost advocates of women's rights, wanted to help these
victims start anew.