MANILA – In the development of children, it’s important to recognize what shapes them from people and situations around them. Numerous studies have been conducted to support this. Still, in the Philippines, one of the underlying problems in society is how parents and adults judge children.
In a recent campaign created by Ogilvy Philippines for Tang, that subject is dealt with head on. The ad shows children thrust into uncomfortable situations as adults make summary judgments about them based on how they look or what they wear.
“Tang has always been a household brand, prepared and made at home for generations,” says Tang engagement strategist Maan Bernardino. “As a witness to the ups and downs of different families, we recognize the importance of what happens at home in molding the character of each member. Thus, we’ve made it our brand’s social mission to uphold and safeguard the quality of the Filipino home life.”
“In our consumer studies, we’ve identified parent judging as a cause of insecurity and self-doubt among moms (and even dads),” Bernardino adds. “It makes them second-guess their parenting methods and decisions. Harsh criticisms from outsiders distracts them from genuine moments shared at home with the family. We saw this as a threat to the quality of Filipino home life so we felt the need to address it, starting with the #NotoParentJudging video.”
On the part of the agency, Ogilvy account manager Dana Estrada states that, “The response that we got from the “No To Parent Judging” video posted last June 5 was very overwhelming. We were able to achieve 1.7 M views and almost 10,000 shares in less than 36 hours.”
“To date, we have accumulated 15 million views on Facebook and YouTube and 43,200 shares,” says Estrada. “We’re very happy that a lot of consumers were touched with the video and even shared them on their social pages, blogs, and YouTube channels.”
As for the overall impact of the ad, Estrada concludes that, “It’s not everyday that we get to create an ad that impacts a lot of people and sends out a positive message of the importance of family in shaping who we are.”
