Creative Execution

On Christmas Eve, a film aired featuring women who appeared to be Muslims singing the Christmas song “O Holy Night”. Later on, it was revealed that they were all Catholics. Some of them were actual survivors smuggled out of war-torn Marawi by Muslims who disguised them with hijabs, a Muslim head garb. The film was a tribute the many Muslim heroes that saved Catholics from execution during the Battle of Marawi. The film was aired on Christmas Eve, the most important Catholic holiday. It is a time when Catholics are very reflective and personally solemn. It was released on Free TV for the older Catholic segment and on Facebook for the younger segment.

1,690,345 REACH 416,283 GOT INVOLVED ONLINE 136,956 OF THEM WERE DIRECTLY INVOLVED WITH THE WAR More than just comments, the engagement sparked passionate debates and lengthy discourse. The campaign encouraged the conservative Catholic Church, to finally speak on the proper treatment of Muslims.

The campaign aimed to convey our message of love and unity to two distinct audiences: 1. Older mass-going Filipinos who are highly religious and have a deep-seated social and cultural bias against Muslims spanning generations 2. Younger, socially-connected Filipinos who are more exposed to local and international media’s coverage of ISIS terrorist activities locally and internationally The campaign communicated to the audience through the following strategies: - Cutting through the clutter and polarized opinions on social media by using the powerful voices of actual survivors of the war wearing the same things they wore the day they escaped. - Capturing the attention of the religious audience by showing an unexpected execution for Catholics—women who seemingly look like Muslims singing a Christmas song in a cathedral in the local Muslim language on Christmas Eve. - Speaking of values that Catholics and Muslims share such as loving your neighbor.