Campaign details

Advertiser: Bahay Tuluyan
Brand: Bahay Tuluyan
Agency: TBWA\Santiago Mangada Puno
Country: Philippines

Campaign Summary

1 out of 5 children in the Philippines are abused by adults they know and trust. Because of shame, more cases are unreported. We needed to break the silence through a radical and humanizing approach so the stories of abused children can be shared bravely. We told their stories through a film using actual illustrations by abused children, donated by Dr. Elspeth McInnes, a renowned Sociologist from University of South Australia for the benefit of Bahay Tuluyan (Shelter House)- an Australian foundation based in the Philippines that provides refuge and rehabilitation for sexually abused children. We used a Grammy-nominated song Torn and arranged it unexpectedly. Within 24 hours after being uploaded, the film spread around the world, reaching 141 million people across 16 countries.

Marketing Context