“Scoliosis #StripesFitCheck” turned an everyday fashion trend into a life-saving diagnostic tool. Created by MullenLowe TREYNA for Scoliosis Philippines in partnership with the Philippine Spine Society and the Department of Health, the campaign encouraged Filipinos to use striped shirts to spot subtle body misalignments—an accessible first step toward early scoliosis detection.
Amplified by Miss Universe 2018 Catriona Gray’s personal revelation and embraced by thousands online, the movement helped normalize conversations around the condition, generated over 225 million video views, drove seven million website visits, and even inspired the observance of National Stripes Day.
Its impact resonated across the global awards circuit, winning Gold at the New York Festivals Advertising Awards, multiple Lotus Awards at ADFEST 2025—including Silver in Digital & Social and Bronze in Creative Strategy: Breakthrough on a Budget—alongside the Grand Prix in the PSA division at MAD STARS 2025, establishing the campaign as one of the Philippines’ most celebrated examples of creativity for good.
CREDITS
Agency: MullenLowe TREYNA
Chairman & CEO: Mike Trillana
Creative Chair: Leigh Reyes
Chief Creative Officer: Abi Aquino
Chief Strategy Officer: Viboy Palillo
Executive Creative Director: Roman Carlo Olivarez
Creative Director: Gabie Osorio
Associate Creative Director: Paulo Dela Rosa
Senior Art Director: Evan Carlo Matutina
Copywriter: Hannah Ching
Chief Operations Officer: Melissa Jimenez
Deputy Client Services Director: Tiffany Barcelona
Account Director: Stephanie Velasco
Senior Account Managers: Angel Acance, Sarah Dizon
Account Managers: Monique Diego, Amanda Joson, Renee Lorenzana, Maria La Madrid
PR Managing Director: Tricia Kiocho
PR Head Of Accounts: Gerald Lim
PR Account Director: Issa Faminial
PR Junior Account Manager: Ica Quisel
Media Relations Head: Iris Del Fierro
Media Relations Manager: Natalia Tupaz
PR Head Of Content: Erwin De Leon
Content Writer: Sara Siguion-Reyna
Executive Producer: Punch Pineda
Multimedia Producers: Kim Timan, Jeni Domondon
Senior Multimedia Artist: JL Marfori
Multimedia Artists: Kara Calamba, Jann Madariaga
Performance Marketing Director: Frank Richard Francisco
Senior Digital Media Planner And Buyer: Darlene Basilio
Content And Platforms Director: Celine Tila
Content And Platforms Manager: Charles Angelo Belen
Senior Digital Media & SEO Specialist: Tristan Escoto
