| Title | NO MORE HIDING |
| Brand | PHILIPPINE COMMISSION ON WOMEN |
| Product / Service | NO MORE HIDING |
| Category | A08. Charities, Public Health & Safety, Public Awareness Messages |
| Entrant | DDB PHILIPPINES Taguig City, THE PHILIPPINES |
| Idea Creation | DDB PHILIPPINES Taguig City, THE PHILIPPINES |
| Media | DDB PHILIPPINES Taguig City, THE PHILIPPINES |
| PR | DDB PHILIPPINES Taguig City, THE PHILIPPINES |
| Name | Company | Position |
|---|---|---|
| Maan Agsalud | DDB MNL | Creative Director |
| Aina Sevilla | DDB MNL | Copywriter |
| Karel Gascon | DDB MNL | Art Director |
| Anna Chua-Norbert | DDB MNL | Account Manager |
| Denise Banatin | DDB MNL | Account Director |
| Patrick Miciano | DDB MNL | Executive Creative Director |
| Fini Mara | DDB MNL | Art Director |
| Vina Henson | DDB MNL | Managing Partner |
The No More Hiding campaign empowered women to open up about their abuse instead of hiding. We caught their attention online to provide them with vital information, and gave them avenues to talk about their frightening experiences.
We got the government to provide a hotline for victims to report their abuse. 117 became the first unified number to handle all the cases. The number was promoted online through a makeup tutorial video that encouraged women to speak up instead of hiding. Lastly, we created a Facebook page that served as a support group for women. Here, they were able to share their stories and get information that could save their lives.
The makeup tutorial video gained a total of 85,000 views. And within just 1 week since it’s launch, 197,000 people were reached, 838 people reacted, and 295 people shared the video. Our Facebook currently has 4,840 likes and so far, our posts have an average reach of 6,941 with almost 400 people reacting and sharing. But more importantly, more women were able to gain the courage to speak up about their abuse. Just 3 months after the campaign launched, more than 600 reports were made, a 137% increase compared to the past year.
Filipinos share many things online every day–from gospel passages to celebrity gossip. But for more pressing issues like violence against women, many of them choose to remain silent. We used social media to increase awareness and create conversations about this taboo topic, providing a cultural shift in the way it’s discussed. Our Facebook page was reinvented as it became a go-to portal for relevant, life-saving information. Women were also given direct access to report and seek help. We provided an avenue for victims to talk about violence against women, ultimately empowering them to open up and share their stories.
We wanted to bring the conversation to a space where people already enjoy talking. The Philippines has a 47% social media penetration and data shows that they spend the most time online. But although Filipinos are one of the top commenters and sharers on Facebook, they still choose to keep quiet about more pressing issues. Dial up the conversation about this taboo or often ignored topic, providing a cultural shift in the way we publicly discuss cases and open up about violence against women.