Title | RETOLD WITH PRIDE |
Brand | GLOBE X PRIDE@TECH |
Product / Service | GLOBE X PRIDE@TECH |
Category | A01. Glass |
Entrant | PROPEL MANILA Makati City, THE PHILIPPINES |
Idea Creation | PROPEL MANILA Makati City, THE PHILIPPINES |
Media Placement | ADSPARK INC. Taguig, THE PHILIPPINES |
Media Placement 2 | META Taguig, THE PHILIPPINES |
Production | ELESI STUDIOS Makati, THE PHILIPPINES |
Post Production | KERPLUNK! STUDIOS & PRODUCTIONS INC. Makati, THE PHILIPPINES |
Post Production 2 | M&P PRODUCTIONS QC, THE PHILIPPINES |
Additional Company | GLOBE TELECOM Taguig, THE PHILIPPINES |
Name | Company | Position |
---|---|---|
Raymund Sison | Propel Manila | Chief Creative Officer / Story Writer |
Rizza Garcia | Propel Manila | Creative Director |
Eunice Maximo | Propel Manila | Associate Creative Director / Illustrator |
Hayami Kudo | Propel Manila | Art Director / Illustrator / Story Writer |
Arnel Villanueva | Propel Manila | Art Director / Illustrator |
Nichole Sanchez | Propel Manila | Art Director / Illustrator |
Yenee Galicia | Propel Manila | Copywriter / Story Writer |
JC Valenzuela | Propel Manila | Chief Executive Officer |
Carls Echas | Propel Manila | Business Unit Director |
Ish Abat | Propel Manila | Business Unit Director |
Christa Gutierez | Propel Manila | Sr. Account Manager |
Austin Tan | Propel Manila | Story Writer |
Duane Pascua | N/A | Story Writer |
Brent Guzman | Propel Manila | Illustrator |
Marsh Mitra | Propel Manila | Illustrator |
Roxette Gagal | Propel Manila | Illustrator |
Gab Pescadero | Propel Manila | Illustrator |
Nadine Sarmiento | Propel Manila | Illustrator |
Third Lorenzo | Propel Manila | Illustrator |
Yuko Maki | Propel Manila | Illustrator |
Krisha Dula | Propel Manila | Sr. Community Manager |
Ia Dalusung | Propel Manila | Community Manager |
Paul Vizcarra | Propel Manila | Lead E-Commerce Specialist |
Adrian Dela Cruz | Propel Manila | Digital Marketing Specialist |
Jessa Ganongan | Propel Manila | Digital Marketing Specialist |
Vashti Choa-Shi | Propel Manila | Associate Data Director |
Raven Austria | Propel Manila | Social Media Analyst |
Earl Guico | Elesi Studios | Producer/Partner |
Joshua Olasiman | Elesi Studios | Editor |
Patrick Jude Matanguihan | Elesi Studios | Editor |
Jem De Leon | Elesi Studios | Production Manager |
Pat Pamintuan | Elesi Studios | Production Manager |
Representation has always been the heart of equality. But in the Philippines, representation is far from acceptable. The only stories available in media don’t give the right or even enough representation of the LGBTQ+ community. It’s always the same tropes: the funny sidekick, the slapstick icebreaker, or the salon gay archetype. It’s almost brutal. Where is the handsome football superstar in love with another hot athlete, where is the fabulous power of drag, where is the beautiful trans romance, the bi love triangle, the pretty women loving pretty women, among many everyday realities. So Globe, the Philippines’ number 1 mobile network and a huge supporter of equality, in collaboration with community partner Pride@Tech, thought it was high time to raise awareness for these modern-day LGBTQ+ truths — make their stories known, represented, and celebrated.
While proper representation and inclusion are rapidly stepping forward in more progressive countries, very tiny steps are being taken in the notoriously conservative Catholic Philippines. There may be few depictions in pop culture, but most of these are unfair and uneven, actually almost brutal. It’s always the funny gay best friend who makes everyone laugh with his theatrics or the salon gay archetype whose entire existence is written as a never-ending punchline. For the very Catholic Philippines, there is still a long way to go, and the quality of representation in media today, is very far from acceptable. This is also the main reason why the Equality Bill that seeks to protect LGBTQ+ rights has been sleeping in the Philippine Senate for over 20 years now. There can never be true equality until LGBTQ+ truths are told, and their stories properly represented. Globe, the Philippines’ number 1 mobile network, has one powerful purpose: To treat people right. And the campaign was inspired by this purpose: To treat people right, we must tell their stories right.
Retold With Pride, retelling great literary classics for the greater cause of representation and inclusion, retold by Globe and Pride@Tech. From world-famous, timeless tales to the most popular local classics — it flipped the script on the stories we’ve all grown up with to reflect nuances of modern-day queer realities, carefully draped in each story. A collection of ten stories that featured titles like Little Women Loving Women, Life of Bi, The Gay Gatsby, Pride & No Prejudice, Dragula, including local stories like The Nightingale Named Adana and Florante and the Trans Kween Awra. Ten stories that brought to light the bold and diverse LGBTQ+ realities about sex and romance, and controversial topics like threesomes, trans love, and polyamory. Performed in a Facebook live reading, became a Spotify podcast, turned into storybooks designed especially for Instagram Stories, and presented along Philippine literary pieces at the country’s premier literary festival.
Nothing is more powerful than seeing someone like you in a story, and nothing validates your existence more than seeing your truth given light in media. The strategy was to celebrate modern-day queer realities, raise awareness for these untold stories and hidden tales, and bring them to light. Equally important was putting them on the centerstage of today’s culture — on Facebook live, on Spotify podcast, on Instagram Stories, including the traditional literary festival. To make it even more powerful, the stories weren’t only celebrated during Pride month, but every month, even after Pride.
The collection was put on the centerstage of today’s culture — on Facebook live, on Spotify podcast, on Instagram Stories, and even including the traditional literary festival. Ten stories were retold and launched on a Facebook live reading on Pride Day, featuring popular LGBTQ+ artists, actors, activists, educators, and performers. And it didn’t just stop at Pride Month, the tales were celebrated even after Pride. The stories were released week after week, retold as audiobooks in its very own Spotify podcast. Turned into storybooks especially made for Instagram Stories, created using readily available native and interactive features of the platform. And ultimately, presented along with Philippine literary pieces at the country’s premier literary festival, The Philippine Readers and Writers Festival.
The campaign raised real awareness for the cause, with great results to take pride in. With over 55 million reach and 84 million impressions, over 42 million plays and listens, over 4 million interactions and engagements, with view-through rate at 54%. Covered by 34 publications. Sparking conversations and debates online and with great commendation from Philippine Senate and Congress. “Through these stories, we create better representation, and better understanding for the LGBTQ+ community.” Geraldine Roman, Philippine Congresswoman “Thank you for making space for the LGBTQ+ community through technology.” Risa Hontiveros, Philippine Senator