| Title | BURY THE PAST |
| Brand | GABRIELA |
| Product / Service | CAMPAIGN AGAINST SEX SCANDAL VIDEOS |
| Category | A06. Best Use of Other Digital Platforms in a Direct Campaign |
| Entrant | DDB DM9JAYMESYFU Makati City, THE PHILIPPINES |
| Entrant Company: | DDB DM9JAYMESYFU Makati City, THE PHILIPPINES |
| DM/Advertising Agency: | DDB DM9JAYMESYFU Makati City, THE PHILIPPINES |
| Name | Company | Position |
|---|---|---|
| Merlee Jayme | Ddb Dm9jaymesyfu | Chief Creative Officer |
| Eugene Demata | Ddb Dm9jaymesyfu | Executive Creative Director |
| Aste Gutierrez | Ddb Dm9jaymesyfu | Associate Creative Director/Copywriter |
| Biboy Royong | Ddb Dm9jaymesyfu | Art Director |
| Buboy Paguio | Ddb Dm9jaymesyfu | Associate Creative Director for Digital |
| Gabbie Santiago | Ddb Dm9jaymesyfu | Account Director |
| Natalla Dionisio | Ddb Dm9jaymesyfu | Intern |
| Criselda Jane | Ddb Dm9jaymesyfu | Intern |
| Rhalyn Maske | Ddb Dm9jaymesyfu | Intern |
| Jed Perez | Ddb Dm9jaymesyfu | Intern |
| Carlo Perlas | Tower Of Doom | Producer |
| Jeffrey San Juan | Tower Of Doom | Editor |
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. These lead to the million-plus local sex scandal videos online, most featuring girls now living in shame due to the predominantly Catholic society. Gabriela, one of the world’s foremost advocates of women’s rights, wanted to help these victims start anew.
It was a devastatingly simple act, with an equally devastating impact. And best of all, unlike some cause-oriented social media efforts which asked people to simply like, or retweet or write a status, what we asked people had a direct on the outcome—creating real, tangible change and truly helping the people who needed it.
We knew this began with stopping their videos from being easily dug up. So we created the Gabriela ‘Bury the Past’ project. 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 that much harder to find for sex scandal video searches.
Scandal video hosts were buried as deep as 30 pages in search results across Facebook, Yahoo!, and Google. In addition to the free media earned via PR, the ingenius use of Facebook names as a medium generated free impressions worth more than $1,200,000. Helping thousands of scandal victims move one step closer to finally burying the past.