| Title | SFX |
| Brand | THE PHILIPPINE DEPARTMENT OF HEALTH |
| Product / Service | ANTI-FIRECRACKER CAMPAIGN |
| Category | B05. Public Service, Charity & Fund Raising |
| Entrant | DDB DM9JAYMESYFU Makati City, THE PHILIPPINES |
| Entrant Company: | DDB DM9JAYMESYFU Makati City, THE PHILIPPINES |
| Sales Promotion/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 |
| Herbert Hernandez | Ddb Dm9jaymesyfu | Creative Director |
| Biba Cabuquit | Ddb Dm9jaymesyfu | Copywriter |
| Herbert Hernandez | Ddb Dm9jaymesyfu | Art Director |
| Ronnie Amador | Ddb Dm9jaymesyfu | Art Director |
| Buboy Paguio | Ddb Dm9jaymesyfu | Art Director |
| Tanya Blay | Freelance | Producer |
| Sheila Villanueva | Ddb Dm9jaymesyfu | Producer |
| Jess Ramo | Ddb Dm9jaymesyfu | Producer |
| Allan Montayre | Ddb Dm9jaymesyfu | Illustrator |
| Gabbie Santiago | Ddb Dm9jaymesyfu | Account Director |
| Gella Valle | Ddb Dm9jaymesyfu | Account Manager |
| Ronald Barreiro | Ddb Dm9jaymesyfu | General Manager |
For decades, Filipinos have welcomed the New Year with firecrackers, believing that loud noises drive away bad luck. And every year, there are thousands of fatalities. Because of the high incident rate, the Department of Health wanted a promotional idea to stop superstitious Filipinos from lighting up firecrackers at home.
Since it was loud noises that the people were after, the Department of Health gave the public a better option—SFX: The Safest Firecracker Xperience, which packed just as big of a bang. SFX: The Safest Firecracker Xperience was packaged to look like a giant firecracker. Inside, it contained a CD that had 9 tracks, featuring sound effects of the most popular firecrackers. SFX was distributed in government agencies and hospitals.
SFX: The Safest Firecracker Xperience exploded in the media, making the front pages of daily newspapers and being featured in the news on television and radio. It likewise had a huge online following--trending on Twitter and various social media outlets. Taiwan also adapted the same idea for the Chinese Lunar New Year, distributing CDs which likewise contained firecracker sound effects. Best of all, this year's injuries went down by a whopping 31% compared to last year's.
Every year, the Department of Health would have to contend with thousands of amputations, eye lacerations and deaths brought about by firecrackers. For the 2012 New Year, the Department of Health wanted Filipinos to celebrate safely and festively. Thus, SFX: The Safest Firecracker Xperience was distributed to the public. It was packaged to look like a giant firecracker, containing a CD with 9 tracks of the most popular firecrackers. Instead of risking injury, people could just play the CD. The need for loud noises was addressed without having to sacrifice life or limb.