Gabriela Film, Digital, Case study GABBIE, THE ANTI-SEXUAL HARASSMENT CHATBOT by DM9 JaymeSyfu Makati

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Industry Against violence
Media Film, Digital, Interactive & Mobile, Case study
Market Philippines
Agency DM9 JaymeSyfu Makati
Released May 2018


Ad Stars 2018
Peace & Justice - Crystal

Credits & Description

Agency Dentsu Jayme Syfu
Client’s brief was simple: create a campaign that would educate women on sexual harassment and help them fight it or do something about it.
Meet GABBIE the chatbot – a friend that teaches women about sexual harassment and helps them report it.
Though sexual harassment is being addressed all over the globe, in a conservative country like the Philippines, when it comes to the topic, people still choose silence over speaking out. Given this, Gabriela, the country’s staunchest advocate of women’s rights, wanted to give women a way to fight sexual harassment comfortably and confidentially.

So we created GABBIE – a messenger chatbot that every woman (and man) in the country can talk to regarding sexual harassment, and one that even allows them to report it.