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Philippine Commission on Women uses Pacquiao fight in campaign against domestic violence

Domestic violence campaign

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 Doom of the bedroom

The campaign, according to a press release from the agency, aims to show “the bigger fight” that is happening every day in Filipino homes.

Fight for power

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.

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