Association of Philippine Broadcasters: Love Thy Neighbor

The Association of Philippine Broadcasters (APB) changed negative perceptions toward Muslims in the country by spreading stories of their heroism.

Campaign details

Advertiser: Association of Philippine BroadcastersBrand: Association of Philippine BroadcastersAgency: TBWA\Santiago Mangada PunoCountry: Philippines

Campaign Summary

When ISIS-aligned militants invaded Marawi City, media quickly published images of destroyed Churches and executed Catholics, worsening the anti-Muslim sentiment across the Philippines. Unknown to many was the stories of Muslims helping Catholics escape execution. We wanted to spread their stories of heroism and consequently, change the negative perception about them. Strategically, these stories were told during the Christmas season.First, we collaborated with the church in writing a homily. And convinced the most influential Filipino...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands