| Title | MASKED MEDIA |
| Brand | NUJP |
| Product / Service | MASKED |
| Category | F02. Environmental / Social Impact |
| Entrant | ACE SAATCHI & SAATCHI ADVERTISING Manila, THE PHILIPPINES |
| Idea Creation | ACE SAATCHI & SAATCHI ADVERTISING Manila, THE PHILIPPINES |
| Media Placement | ACE SAATCHI & SAATCHI ADVERTISING Manila, THE PHILIPPINES |
| PR | ACE SAATCHI & SAATCHI ADVERTISING Manila, THE PHILIPPINES |
| Name | Company | Position |
|---|---|---|
| Greg Martin III | Ace Saatchi & Saatchi | Pushed and tightened the overall concept, gave final approval and clearance of all ideas and executions, and was very hands on in the production and preparation of the first batch of masks given to |
| Caylene Paras | Ace Saatchi & Saatchi | Closely worked with the Art Director and Copywriter in developing and crafting the idea and executions, coordinated with the Accounts Team to make sure timelines were met, and was also hands on in th |
| Daryl Delos Santos | Ace Saatchi & Saatchi | Closely worked with the Team in the development of the overall concept, designed the Masked Media face mask, and crafted all visuals for all executions of the campaign |
| Natts Jadaone | Ace Saatchi & Saatchi | Closely worked with the Team in the development of the overall concept, crafted copy for posts and executions, and was also hands on in the preparation of the first batch of masks given to journali |
| Cloe Espano | Ace Saatchi & Saatchi | Coordinated regularly with Client, suppliers, and other members of the Team for meetings, timelines, and implementation of the project, works closely with the Creative Team to check on the project, |
| Mio Chongson | Ace Saatchi & Saatchi | Directly coordinated with the Client Service Director for updates on the project, and also gave clearance and approval of the overall Idea. |
| Dennis Obien | Ace Saatchi & Saatchi | Closely coordinated with the face mask supplier and supervised the quality, production, and delivery of masks |
Background - 150 words Press Freedom is a precondition to any democratic country but it has always been a challenge to the Philippines, a democratic state. In fact, in 2021, the Philippines was the 7th deadliest country for journalists in the world and was ranked 138 in the Press Freedom Index. In this hostile environment, how can the National Union of Journalist of the Philippines press repression, when they themselves were being repressed? This became our challenge.
In this hostile environment where press people were being silenced through libel lawsuits, arrests, red tagging, and even killings, anything you say could be used against you. So, instead of talking about how the press was being repressed, we decided to show what was happening instead through a medium made ubiquitous by the pandemic – the face mask. By designing Masked Media, NUJP was able to get the message of press repression seen by the public as Filipinos watching the news for the latest updates on the pandemic saw journalists wearing these masks on television and social media platforms. And by buying the mask, the public not only became part of the message but also contributed to the Legal Defense Fund to fight for imprisoned and legally embattled press people.
The mask was designed with a red hand covering the mouth of the wearer. Red was used since this was associated with former President and dictator Ferdinand Marcos, who systematically silenced the press during the Martial Law years. The background was created using real news clippings reporting press repression. Since the mask was easy to put on, easy to see, and easy to spread through a simple selfie, each wearer became part of our message and more importantly, part of our movement. The masks sold out on Shopee and Lazada. The symbolic red hand was also converted to AR and was used on pictures to show who were silenced. All these prompted donations and helped raise Legal Defense Funds for arrested journalists making the mask not just a symbol of the fight for press freedom, but also a means to give press people their freedom.
As soon as Masked Media was launched, the masks immediately sold out on Shopee and Lazada within hours, raising 250,000 pesos and counting for the Legal Defense Fund as well as prompting numerous donations. Even without boosting any of the posts, Masked Media had 266,959 organic impressions, 239,415 organic reach, 40,676 total engagement, and a high engagement rate of 16%. Most importantly, at the end of 2021, we were able to litigate 6 cases and free 9 arrested journalists including those who were arrested before the Masked Media launch. But the fight isn’t over. Masks are continuously being produced and sold because for as long as there is press repression, there will be Masked Media.
Social Media URL | Social Media URL