Title | GABBIE, THE ANTI-HARASSMENT CHATBOT |
Brand | GABRIELA |
Product / Service | GABRIELA PHILIPPINES |
Category | C03. Use of Social Platforms |
Entrant | DENTSU JAYME SYFU Makati City, THE PHILIPPINES |
Idea Creation | DENTSU JAYME SYFU Makati City, THE PHILIPPINES |
Name | Company | Position |
---|---|---|
Gabbie Santiago | Dentsu Jayme Syfu | Group Account Director |
Merlee Jayme | Dentsu Jayme Syfu | Chief Creative Officer |
Louie Sotto | Dentsu Jayme Syfu | Executive Creative Director |
Jerry Hizon | Dentsu Jayme Syfu | QA Lead / Lead Tester |
Renzo Valmonte | Dentsu Jayme Syfu | Copywriter |
Valerie Villaflor | Dentsu Jayme Syfu | Art Director |
Diday Alcudia | Dentsu Jayme Syfu | Strategic Planning Director |
JR Ignacio | Dentsu Jayme Syfu | Chief Technologist |
Axel Raymundo | Dentsu Jayme Syfu | Creative Technologist |
Cyrielle Sio | Dentsu Jayme Syfu | Digital Producer |
Tobiel St. John Castaneda | Dentsu Jayme Syfu | Social Media Director |
The idea stemmed from one question: In a conservative country like the Philippines, how do we actually get people to get over their fear of shame and report sexual harassment? And then it hit us: People judge. People talk. But AI won’t. Thus, Gabbie was born. It works because she is housed on a platform that people already use on a daily basis (Messenger), thus making it easy for them to report wherever and whenever, and the fact that she’s an AI means that they don’t have to worry about judgment from her.
Gabbie was implemented on Facebook Messenger on November 25th, 2017, also known as the International Day for the Elimination of Violence Against Women. Upon launch, she was picked up by various local and global news sites, she was featured on the country’s premier news channel, she was brought to schools, and she was even invited to congress to the support and appreciation of the country’s legislators.
Upon launch, Gabbie has received: 9.5 million impressions Almost P5 million in free media values And a 1060% increase in reports, from 11 to 127 in the last two months of Q4, 2017. But the biggest result is that Gabbie was able to break the silence regarding sexual harassment as well as set a new precedent when it comes to the reporting it.
The direct category is all about personal interaction and building relationships with your market. And that’s exactly what Gabbie is about. She serves as an AI friend that people can talk to directly about sexual harassment, without fear of judgment, and one that can even help them report it.
As mentioned above, the strategy was simply to get people – all people who have fallen victim to sexual harassment - to talk about and report it without fear of judgment. And we found our solution in social media, as this is something that people already have access to.