Creative Execution

Solution The best time to spotlight domestic violence directed against women by their intimate partners. So we mimicked the “Battle for Greatness” poster and placed it with titles that represent the physical, emotional and psychological abuse women experience, and where violence occurs- from the privacy of their homes and sometimes, in the public eye. We released one poster a day within 3 days before the actual fight, and strategically placed them next to the promotional posters - in print, online and on-ground. This simple strategic placements made people do a double take to get a closer look at the posters.

Results Within 3 days before the fight, the three posters reached more than a million people, generating free impressions worth P8,000,000. -1,129,968 impressions in 3 days -906 times more than the average reach of PCW posts -1,000,000 awareness value -2,000,000 engagement value -5,000,000 advocacy value Total digital values of P8,000,000 The campaign was effective in creating awareness for the fights everyone should be watching out for, proving we can all knockout domestic violence.

The Brief Filipinos and the rest of the world waited more than five years to witness the showdown between the two greatest boxers of the generation. Dubbed the “Fight of the Century”, it was the most anticipated fight in years. Philippine Commission on Women, the recognized government authority that champions women’s empowerment and gender equality in the Philippines, wanted to shine a light on bigger, neglected fights that happen almost everyday in Filipino homes – domestic violence.