2012 Results

CAT 41 - Public Interest Interactive (INT)

GOLD

DDB DM9JaymeSyfu/Digit (PHILIPPINES)

Gabriela Campaign Against Sex Scandal Videos, "Bury The Past Project"41-02178-INT
 

URL: http://fightevaw.com/burythepast

Agency (city): DDB DM9JaymeSyfu/Digit

Creative Director(s): Merlee Jayme, Eugene Demata

Copywriter(s): Aste Gutierrez

Art Director(s): Biboy Royong, Buboy Paguio

Production Company (& City): Tower of Doom

Agency Producer(s): Carlo Perlas

Programmer(s): Buboy Paguio

Account Director: Gabbie Santiago

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

Short explanation

Gabriela '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 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.
Gabriela, one of the world's foremost advocates of women's rights, wanted to help
these victims start anew.