Tribal Worldwide Philippines’ film entry at the Spikes Asia 2025 brought home the only Gold award won by the Philippines in this year’s competition held in Singapore. The Total Experience™ agency served as the creative force in the Philippine Commission on Women (PCW) and DDB Group Philippines’ groundbreaking campaign against Online Sexual Abuse and Exploitation of Children (OSAEC) consisting of a two-part short-film series dubbed “Family Business”.
Inspired by real-life experiences, the series’ short film “Play” was recognized for its compelling storytelling and effectiveness in shining a light on the urgent need for collective action to protect Filipino children from online sexual abuse and exploitation and its by-product, the Child Sexual Abuse and Exploitation Materials (CSAEM). Winning a Gold means the short film is considered the best in Asia-Pacific in its category, setting an industry benchmark for excellence.
Tribal also won the Spikes Asia 2025 Agency of the Year by Market award by obtaining the highest score among entrants from the Philippines. Held in Singapore this year, Spikes Asia is the region’s oldest and most prestigious award for creative advertising.
As the Philippines continues to confront the harsh reality of OSAEC, the “#BeatOSAEC” campaign—through its award-winning short films—serves as a powerful catalyst for awareness, education, and policy action. The recognition at Spikes Asia affirms the strength of creative storytelling in tackling urgent social issues.
“Play” has earned more than just a Gold at Spikes Asia. It’s a clarion call for our nation to act now. PCW Chairperson Ermelita Valdeavilla said, “This award reaffirms our commitment to eradicate all forms of violence against children, especially OSAEC and CSAEM. We are deeply honored and grateful to DDB Group Philippines for their unwavering partnership in making this campaign a reality.”
“The fight to protect Filipino children is a national responsibility, and we stand united in this cause,” Valdeavilla said.
This campaign is also directly aligned with the advocacy of Philippine President Ferdinand Marcos Jr., who has prioritized addressing OSAEC and CSAEM as part of his commitment to ending all forms of violence against children.
A Campaign That’s Already Making Waves
The “Family Business” campaign, including the “Play” short film, has previously received several prestigious awards, including: Gold Anvil Award – the highest honor in the Public Relations Cause-Related/Public Awareness/Advocacy Category at the 60th Anvil Awards; Meritorious Technical Award of Excellence in the Values Category at the 12th Araw Values Awards; Bronze Award at ADFEST 2025 in Pattaya, Thailand
These accolades underscore the growing recognition of the campaign’s role in sparking national conversations on child protection and online safety. The campaign’s reach continues to grow, with increasing support from both public and private sectors.
