Short List
Product / ServiceMASKED
CategoryG07. Corporate Purpose & Social Responsibility


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

Why is this work relevant for Direct?

Masked Media is relevant for Direct because the campaign aimed to show Filipinos the state of press repression in the country and to fight for Press Freedom. Simply by buying our mask, their action not only helps spread the issue of press repression, but also directly contributes to the Legal Defense Fund to free arrested journalists. It is a campaign where participants literally participate in fighting for freedom of the press.


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 journalist 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 express themselves when they themselves were being repressed? This became our challenge.

Describe the creative idea (30% of vote)

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.

Describe the strategy (20% of vote)

Philippines is a hostile environment for journalists. Government critics can be red-tagged, threatened, sued for libel, and even killed. In any communication, the National Union of Journalists of the Philippines had to be careful because whatever they say can be twisted and used against them. But what if we visually show what is going on through a medium that was not only legal, but was actually REQUIRED by law – the face mask. Made ubiquitous by the pandemic, it was a very visible medium that could be used to visually show the message of a press being silenced. Pictures of press people wearing the mask would tell the story without saying a word. In making the mask available to the public, we not only allowed them to participate in the message but also allowed us to raise Legal Defense Funds for arrested journalists, literally allowing them to fight for press

Describe the execution (20% of vote)

The mask was designed with a red hand covering the mouth of the wearer. The background was created using real news clippings about press repression. It’s easy to put on, easy to see, and easy to spread through a simple selfie. The first batch of masks were sent to press people. Together, they wore and posted the mask during the Anniversary of Martial Law where we launched the Legal Defense Fund. The masks were made available to the public through Lazada and Shopee to raise money for the fund and were worn during events such as the anniversary of the Ampatuan Massacre (the single deadliest event for journalists). To support all this, we posted videos, created an AR version, and used the red hand as a symbol to show those who were silenced. All these prompted more donations that would allow us to literally fight for press freedom.

List the results (30% of vote)

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.

Please tell us how the brand purpose inspired the work

The vision of the National Union of Journalists of the Philippines is Free press and a safe environment for journalists. The Philippines ranking 138 out of 180 in the Press Freedom Index in 2021 proves that this vision is far from reality. The Masked Media campaign is in line with NUJP’s purpose to continue to fight for press freedom and expose press repression.


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