MANILA, PHILIPPINES – The Philippines just topped the charts in a way that demands attention: we now have the largest transgender population in Asia, with an estimated 239,000 trans Filipinos, according to the World Population Review. But behind that number is a deeper story — one that’s less visible in our feeds.
While more trans and queer creators are stepping into the spotlight, what they often face isn’t celebration, but criticism, mockery, and hate.
That’s exactly what inspired the launch of “Play Through the Hate” — a joint effort between DDB MNL and LGBTQI human rights organization Babaylanes — to turn a simple act of support into something powerful: watching trans creators’ content from start to finish.
Leading this movement are fearless trans creators, including Kylie Celebre, Rica Salomon, Queen Mathilda, and Killian Perez, alongside a growing community of queer storytellers. Their message? Post proudly. Speak loudly. And ask your community to hit play—and stay.
Because the truth is, play-through rates matter. The more content is watched in full, the more social algorithms recognize it as “worth it” — worth pushing to new audiences, worth sharing, and worth trending.
“Trans Filipinos are already out here — creating, expressing, living,” says Jap Ignacio, Executive Director of Babaylanes. “But visibility shouldn’t come with a price. It should come with support. The algorithm can’t silence us if you hit play.”
This campaign isn’t just about content. It’s about representation, dignity, and survival. It’s about making our favorite platforms safer, kinder, and more inclusive for everyone.
DDB MNL and Babaylanes are inviting everyone — trans, queer, allies, and advocates alike — to create and share their own content as part of the movement. Whether it’s a story, a lip sync, a day-in-the-life, or a simple message of solidarity. #PlayThroughTheHate and encourage your audience to watch and listen, all the way through.
