MANILA, OCTOBER 15, 2012 – If there’s video type that’s most searched on the internet in the Philippines, it’s “video scandal”. Because of this, lives of many women have been affected. Shame and discrimination follow them everywhere, affecting other areas of their lives.
Staunch women’s advocate group in the Philippines, Gabriela, commissioned DDB DM9 JaymeSyfu to develop a campaign that can put a stop to this vicious cycle of shame and abuse. They wanted a campaign that would help many women ‘Bury the Past’.
In this case, a simple act is one step to forgetting the past. DDB DM9 JaymeSyfu and Gabriela asked Facebook users to add one word that’s common to every single one of these videos – “scandal”.
Thousands responded to this simple call and with the help of Search Engine Optimization, the videos were buried as deep as 30 pages in search engine results across Facebook, Yahoo! and Google. In addition to the free media earned via PR, the ingenius use of Facebook names as a medium generated free impressions worth more than $1,200,000. Helping thousands of scandal victims move one step closer to finally burying the past.
Credits:
Merlee Jayme Ddb Dm9jaymesyfu Chief Creative Officer
Eugene Demata Ddb Dm9jaymesyfu Executive Creative Director
Aste Gutierrez Ddb Dm9jaymesyfu Associate Creative Director/Copywriter
Biboy Royong Ddb Dm9jaymesyfu Art Director
Buboy Paguio Ddb Dm9jaymesyfu Associate Creative Director for Digital
Gabbie Santiago Ddb Dm9jaymesyfu Account Director
Natalla Dionisio Ddb Dm9jaymesyfu Intern
Criselda Jane Ddb Dm9jaymesyfu Intern
Rhalyn Maske Ddb Dm9jaymesyfu Intern
Jed Perez Ddb Dm9jaymesyfu Intern
Carlo Perlas Tower Of Doom Producer
Jeffrey San Juan Tower Of Doom Editor
In addition, the campaign won a silver spike in the direct category and was shortlisted in the digital category in Spikes Asia 2012 and the London International Awards 2012.
