MANILA, PHILIPPINES – Now on its fifth year, the Purple Boomerang Award by the Digital Marketing Association of the Philippines (DMAP) continues to celebrate campaigns that bravely challenge stereotypes. This year’s entries show a clear commitment to inclusive storytelling, innovative execution, and measurable impact. The campaigns demonstrated that unstereotyping is a creative and strategic approach that resonates with audiences and delivers results.
Bravery in storytelling
Several entries this year presented narratives that reflect courage and clarity of purpose. The campaign “Family” by Grab featured a young woman supporting her siblings, portraying a reality that challenges traditional gender roles. The story was grounded in everyday struggles and aspirations, making it relatable and powerful.
The winning campaign, Babaylanes’ “Play Through the Hate,” addressed online transphobia by encouraging viewers to support trans creators through platform engagement. The campaign used digital tools to create space for marginalized voices to confront online hostility. The win affirms the value of storytelling that centers lived experiences.
These campaigns show bravery through their choice of characters, their framing of social issues, and their commitment to representing audience realities with authenticity.
Innovation in execution
This year’s list of entries is also a showcase of innovation. Philippine Airlines reimagined its flight codes (“PR”) as symbols of personal records, linking brand identity to the achievements of Filipino athletes. This creative device allowed the campaign to connect national pride with individual accomplishment in a fresh and meaningful way.
Grab’s Communi-Kit campaign introduced a practical tool to support deaf drivers in communicating with passengers. The kit included visual prompts and a whiteboard, making communication more accessible and respectful. This solution reflects thoughtful design and a deep understanding of user needs.
These examples illustrate how innovation can emerge from both storytelling and product design. The campaigns used familiar platforms and brand assets in new ways, creating experiences that are both engaging and inclusive.
Effectiveness and impact
The campaigns delivered strong performance across key metrics. Grab’s “Family” campaign generated almost 240 million impressions and improved brand reputation for supporting women, persons with disabilities, and minorities. Philippine Airlines reached more than 48 million people and earned over P1 million in media value.
Nescafé’s Pride activation sold out 500 rainbow mugs in one week and served nearly 9,000 iced coffees at the Pride March. Babaylanes’ winning campaign led to a 50% engagement spike on their social media platforms and saw trans creator views increase by almost 1,200%.
These results show that audiences respond positively to campaigns that mirror their values and experiences, proving that unstereotyping is not only socially relevant but also commercially effective. The campaigns also show that effectiveness is not limited to reach and impressions; it includes reputation, sentiment, and long-term brand equity.
The Purple Boomerang’s growing legacy
DMAP established the Purple Boomerang Award in 2021, with the support of Investing in Women (IW), an initiative of the Australian Government. Since its launch, the award has steadily gained recognition as a meaningful benchmark for inclusive and stereotype-challenging marketing campaigns in the Philippines.
Over the years, more than 50 entries have been submitted for the Purple Boomerang, tackling complex social issues — from gender equality to cultural representation — leveraging digital storytelling, social experiments, and community-driven design. This portfolio of work demonstrates how advertising can be a tool for social progress, not just product promotion.
On its fifth year, DMAP and IW look forward to building the Purple Boomerang beyond an award into a community of practice that challenges the industry to reflect, rethink, and reimagine what marketing and advertising can do to shape a world free of stereotypes.
adobo Magazine is an official media partner of DigiCon 2025 and the 2025 Boomerang Awards.
