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Silver Winner

Digital — Use of Social Media

Entrant: DDB DM9JaymeSyfu, Makati City

Campaign Against Sex Scandal Videos
"Bury the Past"

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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

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.

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