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...