Philippine Commission on Women uses Pacquiao fight in campaign against domestic violence
Tribal Worldwide, DDB’s digital agency, has launched a campaign against domestic violence for the Philippine Commission on Women ahead of the Manny Pacquiao fight this weekend.
An abusive relationship is depicted in the style of a boxing match promotion poster in a series of three ads that show a man and a woman squaring up.
The campaign is to run online, on-ground, in bus ads and newspapers, the agency says.
The campaign, according to a press release from the agency, aims to show “the bigger fight” that is happening every day in Filipino homes.
Eugene Demata, ECD of Tribal Worldwide said: “We have come up with a campaign that will ride on the May 3 super fight to help the Philippine Commission on Women to create awareness on the often neglected plight of women under their abusive fathers, husbands, male relatives or boyfriends.”
DDB Group Philippines chair Gil G. Chua added: “As a group, we always try to do our share in making the world a better place, and supporting the fight against domestic violence is just one of our ways to achieve this. We live by our founder Bill Bernbach’s words that ‘All of us who professionally use the mass media are the shapers of society. We can vulgarize that society. We can brutalize it. Or we can help lift it onto a higher level’.”
The campaign emerges on the same day that BBDO Guerrero launched a debut campaign for new client Pru Life UK that shows how the insurance company is helping a typhoon-hit island in the Philippines watch the Pacquiao fight.
These are awful…whats manny got to do with it? You think its going to stop violence.
ReplyCrikey this is bad. The whole promotional poster angle is just wrong. Surely the simple thing to do would be to get a pic of Manny with the line. “Real men don’t hit women.” Then if he beats Mayweather follow it up with another. “This is what I do to men who hit women.”
ReplyAnd if Mayfeather clobbers him it will be, “He beat me like I was a woman.”
ReplyThis only works if you are selling ringside tickets to watch a husband beat his wife
I feel sorry for any real brand these creatives are allowed near
ReplyI love the awareness and intention of this ad. People tend to forget that there are bigger issues in the world other than a boxing match.
ReplyWowwwwwwww…..what a fight…exceeded my wildest expectations. Winning 9 out 0f 12 rounds is no fluke or bias.
Mayweather really laid some hurt on the wildly swinging Pakyaw. Technical skills and a consistent strategy outshone a fighter with no real plan. As one pundit said, Pakyaw can do one thing but Mayweather can do anything.
The irony though is that Mayweather has been involved in domestic violence charges in the past.
ReplyIf the idiots behind this bothered to understand what the problem really is they will learn that it’s never a fair fight of equals.
ReplyDomestic violence happens when there is a bully in an abusive relationship.
The victims never get to defend or fight back.
And there’s no referee to step in.
Shame on all those who created this uninformed pile of puke.
Done by a South American ad agency.
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