CategoryB04. Public Service, Charity & Fund Raising
Entrant Company:SEVEN Makati City, THE PHILIPPINES
Sales Promotion/Advertising Agency:SEVEN Makati City, THE PHILIPPINES

The Brief

The objective was to create awareness and empathy for the victims of human trafficking in the Philippines, the 4th country in the world where the crime is most prevalent. The effect is hardly felt locally since the victims are shipped to other countries where they are sold as sex slaves. To bring it closer to home, the horror of getting shipped in a container van, one of the ways by which victims are taken out of the country, was recreated. This way people get a feel of what they go through and hopefully make them help stop the crime.

Describe how the promotion developed from concept to implementation

Upon learning that victims were shipped out in container vans, we were outraged by the inhumanity of it and was moved to help the NGO, Called to Rescue. We wanted people to experience the same feeling so they would have more sympathy for the victims of human trafficking. Together with Called to Rescue, we took the opportunity to mount a “horror booth” in one of the biggest real estate exhibitions in the World Trade Center of the Philippines. We placed a container van as one of the booths. Inside people went through the nightmare through a special audio presentation.

Describe the success of the promotion with both client and consumer including some quantifiable results

The “horror” booth gave the cause and Called to Rescue significant exposure but more importantly, in that single event alone, as much as 300 signed up to volunteer and help and countless others were shocked into awareness of the gravity of the crime in the country.

Explain why the method of promotion was most relevant to the product or service

The idea made the crime very real to those who went through it. It roused feelings of anger, shock and disbelief but most of all it created empathy for the cause. The “horror” booth shook people out of their indifference and made them seek more information and give their support for Called to Rescue.


Name Company Position
Teeny Gonzales Seven A.D. CEO/Copywriter
Russell Molina Seven A.D. ECD/Copywriter
Argem Vinuya Seven A.D. CD/Art Director
Tey San Diego Seven A.D. COO
Wella Tan Seven A.D. Business Unit Director
Denise Amora Seven A.D. Account Manager
Steve Vesagas Producer
Girlie Herrera Provill BTL Manager
HIT Productions