Tribal Worldwide Philippines, a digital agency under DDB Group Philippines (DDB), recently won a Gold award at the esteemed Adobo Design Awards Asia (ADAA) 2019 for “Macho Choir,” a radio campaign produced by DDB for the Philippine Commission on Women (PCW), the government agency tasked to promote and protect women’s rights in the country.
The Gold award was won by Tribal in ADAA’s Branded Content and Entertainment category, while also winning two Silvers in the Radio/Audio/Sound Design and the Illustration (Applied Illustration) categories, and a Bronze in the Graphic Design category of the said awards.
Aiming to educate Filipinos on various forms of sexual harassment, Macho Choir uses three iconic Filipino nursery rhymes sung by manly voices as jingles or radio plugs to communicate that catcalling and similar behaviors are unacceptable. Said radio plugs were aired for free across Kapisanan ng Brodkaster ng Pilipinas (KBP)’s member stations consisting of 563 AM and FM radio stations nationwide during last year’s observance of the 18-Day Campaign to End Violence Against Women. The said jingles were created by post-audio production house Soundesign Manila.
Macho Choir’s videos and other information, education and communication (IEC) materials on catcalling were also produced and made available in the advocacy campaign’s website launched during the National Women’s Month celebration.
PCW executive director Emmeline L. Verzosa had earlier thanked DDB Group Philippines for extending pro bono assistance in delivering the latter’s messages on sexism and violence against women (VAW).
For his part, DDB Group Philippines Chairman Gil G. Chua said that Macho Choir’s most important contribution was the subsequent passage into law of the “Safe Streets and Public Spaces Act” that criminalizes catcalling and other forms of gender-based street, public spaces, and online sexual harassment nationwide.
“We are proud to have partnered with PCW once again for an impactful campaign such as the Macho Choir. We hope that all our joint efforts would serve as big steps toward protecting women from all forms of sexual harassment,” Chua said.
DDB Group Philippines first collaborated with PCW for the #KnockOutDomesticViolence campaign in 2015 that sought to help put an end to violence against women.
“Catcalling and other forms of sexual harassment in public spaces can really be upsetting if not terrifying for women and should be discouraged at all costs. Through our partnership with PCW, we are glad that we are able to extend our expertise in helping stop these offenses,” said Tribal Worldwide PH Managing Director Diane Chua.
Yearly, DDB Group Philippines, through its CSR arm DDB Cares, donates millions worth of hours creating communication materials for causes that are important to the hearts of its people, particularly, those involving women and children, education and the environment.
