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2020 One Show - Social Media

Safer Kids

Agency TBWA\Santiago Mangada Puno / Makati + How's Everything / Makati

Client UNICEF Philippines
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URL

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Annual ID

OS_SM20_049M

About the Work

The Philippines is the leading global source of child online pornography. In 2018, at least 600,000 images and videos of Filipino children as young as 3 months old, being sexually abused were shared and sold online. The victims involved were lured with a few dollars by perpetrators who are usually parents and neighbors. Despite the seriousness of the problem, online sexual abuse of children is not considered among the country's most urgent issues . How do we make Filipinos talk about the issue? According to Kantar 2018 report Purpose in Asia, 78 % of Filipinos care about societal issue because of social media platforms. So no matter how sensitive the issue is, it needed to end up on the newsfeed for it to be talked about. We created a film based on real stories of rescued victims using stuffed toys to dramatize and visualize sensitively online sexual abuse. The film was released in facebook, focusing on the working class, between 30-40 years old as the core audience. They are social media activists who use the platform as an avenue to share content and voice their opinions on social and political issues to possibly start a discussion.