|Product / Service||NON PROFIT|
|Category||A10. Not-for-profit / Charity / Government|
|Entrant||VMLY&R ASIA Singapore, SINGAPORE|
|Idea Creation||VMLY&R ASIA Singapore, SINGAPORE|
|Media Placement||MINDSHARE ASIA PACIFIC Singapore, SINGAPORE|
|Production||HOGARTH WORLDWIDE Singapore, SINGAPORE|
|Joaquim Laurel||VMLY&R||Creative Director, Singapore|
|Issel Jayme||VMLY&R||Copywriter, India|
|Miguel Siojo||VMLY&R||Head of Copy, Singapore|
|Eliza Liaw||VMLY&R||Junior Designer, Singapore|
Verbal abuse can eventually lead to domestic violence. To raise awareness about verbal abuse, Spark Philippines, an affiliate of UN Women, launched a radio ad to call attention to the issue—the first ad filled with profanity. The ad is about a man verbally abusing his wife with curses and insults. We knew the Advertising Standards Council (ASC) would ask us to censor it. And we gladly obliged. Because we designed the ad in such a way where the bleeps escalate and transform into an ‘S.O.S.’ signal in Morse Code, sending a message to all victims that verbal abuse is dangerous and that they should always call for help. It was launched on International Women’s Day and aired on 27 stations across the country.
In the Philippines, verbal abuse is generally not an alarming issue because there is not enough awareness about how could lead to domestic violence. It doesn’t help that even the leaders and policymakers casually use profanity in public. According to the Philippine Statistics Authority, only 271 cases of emotional abuse were reported in 2017, in a nation of 100 million.
Wow. Eating again. • Look at you. Alright, go on. Eat up, fatty! No one’s gonna like your pics anyway. Just your • friends. What? What the —? Hey! What’d you say to me? You talking back — •? If you want to say something, say it to my •• face! — ! Hey! Are you even — listening to me? HEY! Don’t you • walk away from me, — ! Hey • I’m talking to you! • — you better come back here! Open this door! Open this • — door right now! Go • — yourself! GO • — • YOURSELF! You hear me? • — • you! Go •••! ••• — — — ••• (S.O.S bleeps) ••• — — — ••• (S.O.S bleeps) Call for help before verbal abuse turns into domestic violence. For the right support, log on to facebook.com/RespetoNamanPH. A message from Spark Philippines.