MODESS - YOUR VOICE, YOUR MOVE

TitleMODESS - YOUR VOICE, YOUR MOVE
BrandJOHNSON & JOHNSON, PHILIPPINES
Product / ServiceMODESS
CategoryB01. Corporate Information
EntrantBBDO GUERRERO Makati City, THE PHILIPPINES
Entrant Company BBDO GUERRERO Makati City, THE PHILIPPINES
Advertising Agency BBDO GUERRERO Makati City, THE PHILIPPINES

Credits

Name Company Position
Jo Aguilar Bbdo Guerrero Graphic Artist
Ley Mababangloob Bbdo Guerrero Art Director
Eia Garcia Bbdo Guerrero Copywriter
Digital Partner: Ogilvy/Mather
Media Partner: Universal Mccann
Events Partner: Multimedia Exponents
Pepper Ferraren Bbdo Guerrero Strat Planner
Cristina Buenaventura Bbdo Guerrero Strat Planner
Jao Bautista Bbdo Guerrero Creative Director/Copywriter
Ian Sta. Maria Bbdo Guerrero Associate Creative Director/Art Director
Nikka Arcilla Johnson/Johnson
Gerry Cruz Johnson/Johnson
Taffy Ledesma Johnson/Johnson
Larah Lee Bbdo Guerrero Account Manager
Cj Roque Bbdo Guerrero Group Account Director
Isai Martinez Bbdo Guerrero Art Director
Ryder Aquino Bbdo Guerrero Art Director
David Guerrero Bbdo Guerrero Cco/Writer

The Brief

Filipina teens are stereotyped as shallow, self-centered girls. But Modess, the country’s no.1 brand of sanitary napkin, believes in the power of the youth. Teens needed a platform where they can show society that young girls are more than meets the eye. And what better time for this than the 2013 National Senatorial Elections. But how can a teenager can possibly contributed when she wasn’t even old enough to vote?

Creative Execution

As a brand that has continuously supported the Filipina and encouraged her to make a meaningful difference, Modess wanted to show teens that someone does believe in the power of their actions. We wanted to show them that they don't need to be held back by negative stereotypes of teenagers. The future of our country will benefit greatly with the positive impact a Filipina teenager can make. And what better way to harness this power than through the May 2013 Elections. So we encourage them to make their move. Their voice is their move.

Describe the creative solution to the brief/objective.

“Modess Your Voice, Your Move.” Launched on the highest rating variety show in the Philippines, and with outdoor and on-ground events all over the country, the campaign asked teen girls to go to makeyourmove.com.ph and tell us the suggestions they had for the would-be newly elected senators. Modess would later on turn these responses into a book to be given to the Philippine Senators.

Results

• Over a thousand video and written suggestions from teen girls all over the Philippines on the website alone. • An estimated thousands more from on-ground events. • Ten socially relevant topics generated by the teens: education, health, poverty, environment, natural resources, corruption, good leadership, youth, employment and special concerns. • Responses became “Girl, Talk” the book. Published 24 copies – one for each of the newly elected Senator. • PR buzz generated over 576 requests for personal copies of the book. Modess printed all 576 of them.