PLAY SAFE SERIES

TitlePLAY SAFE SERIES
BrandTHE RED WHISTLE
Product / ServiceTHE RED WHISTLE
CategoryB04. Posters
EntrantTBWA\SANTIAGO MANGADA PUNO Makati City, THE PHILIPPINES
Idea Creation TBWA\SANTIAGO MANGADA PUNO Makati City, THE PHILIPPINES

Credits

Name Company Position
Melvin Mangada TBWA\SANTIAGO MANGADA PUNO Chief Creative Officer
Melvin Mangada TBWA\SANTIAGO MANGADA PUNO Executive Creative Director
CJ De Silva - Ong TBWA\SANTIAGO MANGADA PUNO Creative Director
Ryan Caidic TBWA\SANTIAGO MANGADA PUNO Copywriter
Portia Catuira TBWA\SANTIAGO MANGADA PUNO Managing Director
Angel Morales TBWA\SANTIAGO MANGADA PUNO Account Manager
CJ De Silva - Ong TBWA\SANTIAGO MANGADA PUNO Art Director
Dennis Carlos TBWA\SANTIAGO MANGADA PUNO Print Producer
Bianca Bunagan TBWA\SANTIAGO MANGADA PUNO Print Production Assistant
Romar Quiroz TBWA\SANTIAGO MANGADA PUNO Final Art
RJ Paculan TBWA\SANTIAGO MANGADA PUNO Strategy
Kyna Marquez TBWA\SANTIAGO MANGADA PUNO Strategy
Sam Dedel TBWA\SANTIAGO MANGADA PUNO Art Director
Ruel Arnedo F8 Imaging Photographer
JT Grepo F8 Imaging 3-D Artist

Background

According to UNAIDS, the Philippines is the country with the fastest growing HIV epidemic in Asia, with 68,000 patients diagnosed every year. 8 out of every 10 reported cases are young males who have sex with males without protection. Research shows that they don’t use condoms during sex because for them, unprotected sex is more pleasurable. A campaign was needed to encourage the use of condoms through poster materials with a budget of 2,900USD.

Describe the creative idea (40% of vote)

Together with Red Whistle, the country’s premier HIV-AIDS advocacy organization, we created a campaign that showed how using condoms can be fun and pleasurable. Posters were created showing bright and colorful condoms interacting in a playful way, with each visual showing different possibilities for safe play, from a couple to a foursome. The striking images only showed a part of the condom to create initial mystery as to what the images are.

Describe the execution (40% of vote)

The visuals are a combination of photography and 3D rendering. Different-colored condoms were shot and rendered to create the stunning images against a bright solid background. The posters measured 16.5 x 23.4 inches.

List the results (20% of vote)

The posters were put up in different call center buildings to reach young Filipinos. Studies have shown that call center agents in the Philippines have a higher risk of acquiring HIV-AIDS because of its environment and age demographic that tend to involve risky sexual behavior. The call center buildings were located in Manila (Northern Philippines), Iloilo and Bacolod (Central Philippines), the places with the highest number of newly-infected Filipinos. The campaign is still ongoing. More results will be gathered as soon as they are available.