CORRECTING HISTORY

Bronze Spike

Case Film

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TitleCORRECTING HISTORY
ClientTHE CAMPAIGN AGAINST THE RETURN OF THE MARCOSES TO MALACANANG OR CARMMA
Product/ServiceTHE CAMPAIGN AGAINST THE RETURN OF THE MARCOSES TO MALACANANG OR CARMMA
CategoryC03. Use of Social Platforms
EntrantTBWA\SANTIAGO MANGADA PUNO Makati City, THE PHILIPPINES
Idea Creation TBWA\SANTIAGO MANGADA PUNO Makati City, THE PHILIPPINES
Production HOW'S EVERYTHING Makati City, THE PHILIPPINES

The Campaign

The idea was to sway the Millennial vote by giving them a firsthand experience of just some of the atrocities committed by the Marcoses during the Martial Law era.

Creative Execution

We interviewed Millennials about what they thought about the Martial Law era and the Marcoses. Their responses reflected why Marcos was currently leading the polls for the vice presidency – most millennials believe the Martial Law years of the Marcoses to be the golden age of the Philippines. Their interviewers then introduced themselves and revealed that they were Martial Law survivors while recounting the horrible experiences of their unjust imprisonment, torture, and rape during the Martial Law years of the Marcoses. We recorded the entire encounter and uploaded the footage as an online video that asked the public to sign a petition to revise school textbooks. It was then strategically released a week before election day. After election, two more videos were released.

Results

The video reached over 1 million views the day it was uploaded as hudreds of thousands signed the petition. It was picked up by various news and media outlets, eventually reaching over 5 million people. More importantly, polls taken after the video was launched showed Marcos’ numbers dropping, and on Election Day, the country witnessed one of the most nerve-wracking Vice Presidential races in its history, which Marcos eventually lost by the slimmest of margins. And the result that mattered the most, on Sept. 20, 2016, the Department of Education, in collaboration with the Philippine Senate, announced a new curriculum that would affect the atrocities of Martial Law. Under this curriculum, the concept of human rights will be introduced as early as grade 2.

Correcting History is an campaign that set out to reveal the truth about Ferdinand Marcos’ Martial Law years, and through an online petition, to eventually include these forgotten years in history and textbooks in schools across the country.

We tied-up with the Campaign Against the Return of the Marcoses to Malacañang – an NGO dedicated to bringing justice to the thousands of Marcos victims and raising awareness regarding their plight. Together, we brought unsuspecting pro-Marcos Millennials face-to-face with Martial Law victims.

Credits

Name Company Position
Melvin M. Mangada TBWA\SANTIAGO MANGADA PUNO Chief Creative Officer\Executive Creative Director
Joey David-Tiempo TBWA\SANTIAGO MANGADA PUNO Executive Creative Director for Digital
Chino Jayme TBWA\SANTIAGO MANGADA PUNO Creative Director
Ram Mendoza TBWA\SANTIAGO MANGADA PUNO Associate Creative Director/Copywriter
Nolan Fabular TBWA\SANTIAGO MANGADA PUNO Associate Creative Director/Art Director
Ryan Rubillar TBWA\SANTIAGO MANGADA PUNO Associate Creative Director
Miele Dungo TBWA\SANTIAGO MANGADA PUNO Account Supervisor
Sunny Lucero/Denise Jose/Maan dela cruz TBWA\SANTIAGO MANGADA PUNO Agency Producers
Vince Belen/Matthew Cruz\Kiko de Dios TBWA\SANTIAGO MANGADA PUNO Editors
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