PHILIPPINES, APRIL 2011 – Guerrilla Advertising Design partnered with GlaxoSmithKline for 2011’s dry humor 360 campaign “Iba Ang Laban Ng Bakunado” (roughly translated, The Vaccinated’s Defense is Different). Guerrilla won the account after a four-way pitch involving Ace Saatchi & Saatchi, Campaigns & Grey, and Y&R Philippines.
The agency’s tactical messaging addressed audiences at touch points where they could get the flu virus—everywhere, even on the street. With absenteeism as the main setback of the flu, the agency took a step towards another feature of the flu-ridden population: “presenteeism”. A word not yet recognized in dictionaries, presenteesim is the antidote to absenteeism wherein a person with colds toughs it out and goes to school or work.
Presenteeism presents a more dangerous consequence of the flu, as it is becoming more socially acceptable. However, this does not change the fact that flu made the body more susceptible to terminal illnesses and even spreads the virus to others.
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Iba Ang Laban Ng Bakunado”, launched in February, is making its presence known to commuters through billboards, transit advertising, even on the airplane through ads in in-flight magazines. Restaurants, office buildings and schools are also populated with campaign materials to counterattack the threat of flu. Messaging was also tailor-fitted to regional radio spots and print materials for an effective nudge to avoid the dreaded flu.
