Creative Execution

We created a video showing how skipping the issue of domestic violence only makes it worse. Using YouTube’s API, the video runs like any pre-roll ad. Un-skipped, it would thank the viewer for helping prevent the issue. But the moment it was skipped, the situation and level of violence immediately becomes worse. We then attached the video to content created by the Philippine’s most popular bloggers and content publishers to spread the message to a larger audience.

The campaign was launched on August 8, 2015 starting with two of the Philippines’ top digital content publishers. The publishers (Konichiwear and Unbox.ph) attached the interactive video with their native content to reach a combined number of 5 million unique visitors per month. At the time of submission, about 50% that have visited the blogs watched the entire video, a significant number over the country’s benchmark of watching online ads, which is 15-20%. The videos are scheduled to be rolled out to the rest of the Philippines’ top digital content publishers (Chuvaness, WhenInManila) in the coming weeks.

People usually skip online ads, even when the ad tackles serious issues such as domestic violence. Gabriela, the country’s advocate of women’s rights, needed a way to show how ignoring the issue will not make it disappear. Rather, it makes things worse. The idea then came from a question: what if skipping a video hurts someone? With this in mind, we thought of a solution that would bring awareness to the millions online who skip ads.