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From therapy in a car to second-life helmets, this week’s campaign picks do good and do well

MANILA, PHILIPPINES — Every week, the advertising industry elevates creativity with works that get people talking. Whether raising awareness on social causes, spreading joy, or telling a unique story, marketers and advertisers have continued to find newer and more dynamic ways to communicate brand messages to target audiences around the world. True enough, there is no shortage of great campaigns for the adobo Magazine team to admire and celebrate in time for each week’s round-up.

From gripping stories that stay with you for hours after seeing them for the first time to brilliant engagements that bring the brand to new heights, here are the campaigns that crossed our radar this week:

Book a ride bestie, we’re going to therapy

In 2024, one in five young people suffer from depressive disorders, and current circumstances in today’s society sadly keep most conversations on mental health taboo. That’s why Heetch, with an idea from its agency BETC, partners with the Foundation Falret to launch “First Conversation,” an initiative to raise awareness among young people about mental health issues and promote the liberation of speech.

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In the campaign, psychologists and mental health ambassadors from the Foundation Falret boarded Heetch’s ride-hailing cars and accompanied young people so they could have first contact with a professional during a ride.

No child should be left out, especially in cancer care

The overwhelming disparity between the high number of young cancer patients and the scarcity of healthcare accommodation in India led to the creation of the film “The Impossible Choice,” conceptualized by Ogilvy and produced and directed by Hungry Films.

The film depicts the heartbreaking dilemmas that healthcare and social care workers have to face daily when it comes to providing accommodation for children undergoing cancer treatment. With the campaign’s goal to garner more donations, St. Jude’s India ChildCare Centres aims to offer more children with cancer and their families a free, safe, and clean place to stay in the city for the duration of their treatment.

The most important birthday gift for millions of Bangladeshis

What’s a birthday without your birth date? Unfortunately, this is the problem faced by over 20 million Bangladeshis who do not know their actual date of birth. Due to the prevalent practice of home births without documentation in the country, older Bangladeshis have resorted to using January 01 as their birth date.

Recognizing the profound impact of discovering and celebrating one’s actual birthday, Tasty Treat, the country’s largest 350-branch bakery chain, embarked on a mission to bring joy to individuals by helping them uncover their real birth dates for the first time. Together with Grey Bangladesh, the brand established the “Best Birthday Gift” for Bangladeshi citizens — a custom AI module designed and created by Softwind Tech Ltd to utilize individuals’ earliest memories of childhood stories about their birth to determine their actual date of birth.

This innovative technology draws upon historical data from diverse sources, including religious events, calamities, and cultural or national milestones, to triangulate the birth date, thereby providing individuals with a newfound sense of identity and belonging. 

Antarctica’s redesigned flag waves against the rising microplastic crisis

Antarctica is now suffering the impacts of global plastic pollution. In response to this recent scientific discovery, Agenda Antártica has commissioned a redesign of the Antarctica flag by its original author, renowned vexillologist, Graham Bartram.

The new flag shows a continent dotted with colorful shapes symbolizing the actual microplastics found within Antarctic snow. In conjunction with the flag’s redesign, a dedicated website has been launched – antarcticaflagredesigned.org – where individuals and organizations can learn more about the impact of plastic pollution and take a proactive stance.

A wearable cautionary tale for Thai motorcyclists

In Thailand, around 74% of road crash victims are motorcyclists, and the unfortunate reason behind this is the lack of helmet use. To raise awareness on road safety and proper motorcycle helmet use, the Thai Health Promotion Fund and GREYnJ United launched “The Second Life Helmet.” The campaign involved a social experiment to observe the reaction of new motorcyclists who received a helmet to which a sticker was attached. The helmets were donated by surviving family members of road crash victims, hoping its next user would be encouraged to wear them, protecting themselves from further tragedy.

Here’s a look back at adobo Magazine’s weekly campaign picks.

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