Title | PLAY SAFE SERIES |
Brand | THE RED WHISTLE |
Product / Service | THE RED WHISTLE |
Category | B04. Posters |
Entrant | TBWA\SANTIAGO MANGADA PUNO Makati City, THE PHILIPPINES |
Idea Creation | TBWA\SANTIAGO MANGADA PUNO Makati City, THE PHILIPPINES |
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 |
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.
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.
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.
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.