REMORSE CODE

TitleREMORSE CODE
BrandSPARK PHILIPPINES
Product / ServiceNON PROFIT
CategoryA10. Not-for-profit / Charity / Government
EntrantVMLY&R ASIA Singapore, SINGAPORE
Idea Creation VMLY&R ASIA Singapore, SINGAPORE
Media Placement MINDSHARE ASIA PACIFIC Singapore, SINGAPORE
Production HOGARTH WORLDWIDE Singapore, SINGAPORE

Credits

Name Company Position
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

Write a short summary of what happens in the radio advert

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.

Cultural/Context information for the jury

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.

Script. Provide the full radio advert script in English.

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.


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