Campaign details

Advertiser: Association of Philippine Broadcasters
Brand: Association of Philippine Broadcasters
Agency: TBWA\Santiago Mangada Puno
Country: 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 Catholic figure, Cardinal Luis Antonio Tagle, to deliver it at the start of the Christmas novena. On Christmas Eve, we released a film featuring women wearing hijab singing a Christmas song, later on revealed to be Catholics. Some of them were actual survivors saved from execution by a Muslim leader. The campaign garnered significant reach and engagement with minimum spend. But more importantly, it sparked passionate discourse and ultimately, changed people's sentiment towards Muslims.

Marketing Context