Gabriela Digital Bury The Past Project by DDB Manila

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Bury The Past Project

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Industry Public awareness
Media Digital, Interactive & Mobile
Market Philippines
Agency DDB Manila
Released June 2012

Awards

Epica Awards 2012
Interactive Public Interest Interactive Gold
Media Innovation Media Innovation - Alternative Media Silver

Credits & Description

URL: http://fightevaw.com/burythepast
Agency (city): DDB DM9JaymeSyfu
Creative Director(s): Merlee Jayme, Eugene Demata
Copywriter(s): Aste Gutierrez
Art Director(s): Biboy Royong, Buboy Paguio
Production Company (& City): Tower of Doom
Agency Producer(s): Carlo Perlas
Programmer(s): Buboy Paguio
Short explanation
Gabriela 'Bury the Past' project is an integrated campaign that got thousands to add to their last name on Facebook the one word common to every scandal video search —'Scandal'.
In tandem with further Search Engine Optimization, this would bury scandal video
sites deep in search results, making them harder to find for sex scandal video
searches.
Description
The Philippines is number one in the world in sex scandal video searches, with
300,000 a month on Google, Yahoo!, and now, alarmingly, Facebook.
Gabriela, one of the world's foremost advocates of women's rights, wanted to help
these victims start anew.