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GABRIELA PHILIPPINES: DUCT TAPE
| See full size 1276x899 px | |
| Released: | June 2008 |
| Avertiser: | GABRIELA PHILIPPINES |
| Agency: | DDB DM9 JAYMESYFU |
| Country: | Philippines |
| Category: |
Public awareness messages
|
| Awards: |
Cannes Lions 2008 Media Bronze
|
| Tags: |
Case study
Cannes 2008
|
Credits:
Type Of Entry: Use of Media
Category: Best Use of Ambient Media: Small Scale
Title: DUCT TAPE
Advertiser/Client: GABRIELA PHILIPPINES
Product/Service: ACTION AGAINST SPOUSAL ABUSE
Entrant Company, City: DDB DM9 JAYMESYFU, Makati City
Country: THE PHILIPPINES
Media/Advertising Agency, City: DDB DM9 JAYMESYFU, Makati City
Country: THE PHILIPPINES
Category: Best Use of Ambient Media: Small Scale
Title: DUCT TAPE
Advertiser/Client: GABRIELA PHILIPPINES
Product/Service: ACTION AGAINST SPOUSAL ABUSE
Entrant Company, City: DDB DM9 JAYMESYFU, Makati City
Country: THE PHILIPPINES
Media/Advertising Agency, City: DDB DM9 JAYMESYFU, Makati City
Country: THE PHILIPPINES
Credit Details:
| Name | Position | Company |
| Louie Sotto | Creative Director/Copywriter | DDB DM9JaymeSyfu |
| Ronnie Amador | Copywriter/Art Director | DDB DM9JaymeSyfu |
| Merlee Jayme | Managing Partner/Chief Creative Officer | DDB DM9JaymeSyfu |
| Eugene Demata | Executive Creative Director | DDB DM9JaymeSyfu |
| Allan Montayre | Graphic Artist | DDB DM9JaymeSyfu |
| Marj Aznar | Make-Up Artist | DDB DM9JaymeSyfu |
| Paolo Gripo | Photographer | DMV |
Innovative Media Strategy:
Past efforts in encouraging victims of spousal abuse to come forward have often fallen short of expectations. The apparent cause was the media used. Women, who already faced fear and shame in reporting their cases, found the ads on TV, radio and print somewhat distant and intimidating. Hence, the strategy was to bring the ads closer to home, making use of a venue for trivial household concerns.
Creative Execution:
In the Philippines, telephone posts are commonly used as advertising venues for plumbers, electricians, mechanics, and other handymen. By using this space, victims were given the feeling that the problem is an almost everyday concern as normal as a broken pipe, a defective TV and the like and, as such, just as easy to address if only they report it.
Target Audience:
Primary audience are spousal abuse victims. Secondary targets included concerned relatives, neighbours and citizens who are witnesses to abuse.
Effectiveness:
Since resorting to this non-conventional medium, calls have risen sharply, almost doubling from past recorded efforts. Aside from victims and concerned neighbours reporting cases, women have also inquired as to how to join the organisation.