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. So we created the Gabriela 'Bury the Past' project. 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.
Silver Winner
Digital — Use of Social Media
Entrant: DDB DM9JaymeSyfu, Makati City
Campaign Against Sex Scandal Videos
"Bury the Past"
Editor:
Jeffrey San Juan
Editing Facility:
Tower of Doom, Makati City
Programmer:
Buboy Paguio
Creative Technologist:
Buboy Paguio
Agency Producer:
Carlo Perlas
Art Director:
Biboy Royong
Copywriter:
Aste Gutierrez
Associate Creative Director:
Aste Gutierrez
Executive Creative Director:
Eugene Demata
Chief Creative Officer:
Merlee Jayme
Agency:
DDB DM9JaymeSyfu, Makati City
Agency Account Directors:
Gabbie Santiago/Merlee Jayme
Corporate Name of Client:
Gabriela
Description of the Project