Looking at Advertising Campaigns against Filipina Mail Order Bride Syndicates
I’ve been waiting for the appropriate time to share these creative works with Filipinas worldwide. Preparing for FilipinaImages.com’s first anniversary on August 5, 2008 felt right. Our contributors — brave and inspiring human beings that they are — have indeed showcased a kaleidoscopic diversity of Filipina Images through its simple SEO campaign. Once in a great while, award-winning creatives such as Roger Pe unleash provocative, compelling messages through their advertising creations. Roger, who I had met when he was the Executive Creative Director of DDB Philippines, working with the organizers of the Third Global Filipino Networking Convention (he developed the Public Service Announcements for print and TV which resulted in a phenomenal increase of local convention attendees’ registrations), is the 2007 winner of the London International Advertising Award Silver Trophy.
Roger wrote me and explained, “Thousands of Filipinas are sold overseas through/by Mail-Order-Bride syndicates. We helped curb this activity through an awareness campaign – for victims to speak up so that activities of people operating to traffic Filipinas can be checked and minimized.”
Let’s take a look at Roger Pe’s award-winning ad:
“Stamp” ad by Roger Pe (Campaign against Filipina Mail-Order-Brides,Teodora) DDB Philippines
2002 Bronze World Medal Winner, New York Festivals
Check out this year’s winner:
“Duct Tape” by DM9 JS Manila (Gabriela)
2008 Cannes Media Bronze winner
Let’s take a closer look at Roger’s ad:
And let’s see what the “call to action” is:
A picture indeed says a million words.
I’m enclosing snippets from the article about the “Duct Tape” ad wherein I highlighted certain portions.
CANNES, FRANCE—DM9 JaymeSyfu, a Manila ad agency affiliated with the DDB network of communications companies, was awarded on Tuesday the Bronze Media Lion at the Cannes International Advertising Festival.
The first Cannes Media Lion won by a Philippine ad agency at the weeklong festival was for DM9 JaymeSyfu’s “Duct Tape” campaign for Gabriela Philippines, a women’s group opposing women abuse.
To dramatize the maltreatment of women, the campaign used duct tape to hold up posters of women which made it appear that the women in the posters were either gagged or blindfolded. The ad calls on abused women to speak up.
“A first for our country . . . This is certainly something that our agency has been dreaming of,” said Merlee Jayme, chief creative officer of DM9 JaymeSyfu, which was set up less than three years ago.
“It’s a very Pinoy campaign. It’s a victory, not just for us and our client Gabriela, but for all Pinoys who are working to eradicate spousal abuse,” said Alex Syfu, managing director of the ad agency that also services clients like Smart Communications Inc., Schering-Plough, Department of Tourism, Max’s, Discovery Suites and Greenfield Development.
The Cannes Media Lions, one of 11 categories at the festival, recognizes media efforts that generate access to consumers in ways that are innovative, engaging, encompassing and effective. The festival ends on June 21, with the TV/Film Lions, Titanium and Integrated Campaign Lions awards.
Read the complete article written by Angel Guerrero at Philippine Daily Inquirer.