The Philippine Commission on Women (PCW) and ad agency DDB Tribal Worldwide’s partnership project “The Macho Choir” bagged the 2019 adobo Design Awards Asia Bronze Category for Graphic Design.
The winning campaign, which was launched by the Commission and the DDB in December 2018, featured three songs from our childhood that replaces the lyrics with messages against catcalling to emphasize that catcalling is a kind of sexual harassment and it is no laughing matter. Said radio plugs were aired across 563 AM and FM radio stations nationwide from November 25 to December 12, 2018, after being endorsed by the Kapisanan ng mga Brodkaster ng Pilipinas (KBP).
Following positive feedback from men and women who heard the radio plugs, the DDB launched the project’s website http://machochoir.com/ last Women's Month. It is where videos and other IEC materials on catcalling can be found and accessed.
“Public advocacy to promote women’s rights never stops even when laws and policies are already in place. Traditional and new media are effective ways to teach our people that harassment is a crime and disrespect to women’s bodies is never okay.”
“We are grateful for having private sector partners like DDB. DDB Group Philippines extends pro bono assistance to PCW to get our message across to the public, particularly on issues of violence against women and sexism which should never be tolerated,” said PCW Executive Director Emmeline L. Verzosa.
This is not the first time that the PCW and DDB’s partnership project bagged an award. The very first collaboration project #KnockOutDomesticViolence Campaign bagged the 2016 Asia Pacific Tambuli Bronze Award for Integrated Media Category while the PCW and DDB's “Menstruation Matters” Campaign bagged an Anvil gold award in 2018.