‘Second First Birthday’ campaign celebrates the LGBTQ community in the Philippines

The Philippines based Dentsu Jayme Syfu has created a campaign called ‘Second First Birthday’ in partnership with pro-LGBTQ organisations Babaylanes and LoveYourself Foundation and bakery Cakeshop by Sonja. The campaign ran through October which was observed as National Coming Out month.

The month long campaign culminated with a film in which a girl acknowledging her sexual identity is paralleled with the first milestones of an infant. 

A note from the agency said: “The campaign inspires self acceptance and aims to inspire a world where the LGBTQIA++ community can celebrate their true identities and remember it forever through a ‘Second First Birthday’. 

“It started with a group of LGBTQIA++ and partner organisations who wanted to change the perception that the community was just tolerated and not actually accepted in the Philippines. This is a timely initiative in the light of the SOGIE (The Sexual Orientation and Gender Identity Expression) Bill or the Anti-Discrimination Bill (ADB) currently a proposed legislation of the Congress of the Philippines.”

A previous film was launched as part of the campaign on October 11 or ‘National Coming Out Day’ and was directed by the agency’s chairmom Merlee Jayme.  

It's the Big Day Film for Coming Out Day!

The real you is worth celebrating! When you’re ready, we’re here to come out and celebrate with you. #2ndFirstBday 🌈

Posted by 2nd First Birthday on Thursday, October 10, 2019

The month-long campaign involved ‘birthday party’ events and specially created cakes which represented  the LGBTQIA++  community.

Speaking of the campaign, Sonja Ocampo, the bakeshop’s owner and founder said: “I think ‘Second First Birthday’ is just us owning who we are, whoever that is. Sometimes, we try to hide that part of ourselves. But we forget that what makes us unique is celebrating and fully accepting who we are and being proud of it.”

LoveYourself Foundation digital strategy and brand management head Paul Junio added: “The campaign celebrates the diverse identities of the LGBT community. It gives us the chance to affirm our commitment to acceptance and inclusivity in our society.

I feel this campaign will further normalise conversations about people celebrating their unique identities to the point that they don’t need to have a ‘coming out’ moment anymore”. 


Clients: LoveYourself Foundation, The Cakeshop by Sonja, Babaylanes Inc.

Agency: Dentsu Jayme Syfu

Creative team: Merlee Jayme, Rogin Jumaday, Steph Mangalindan, Soleil Badenhop, Audrey Aparis, Chary Chu, Chili Ramon

Accounts team: Alex Syfu, Agatha Barretto, Kevin Pueblo, Edg Samson

Digital /socials team: Jim Guzman, Jace Susara, Carla Medonza, Tabbi Tomas, Sed Aguil, Sophia Amolador, Jerome Dazo, Iyah Saturno, Anika Castillo, Abby Bontia, Jericho Salazar

Tech development: JR Ignacio, Monica Soliman, Jannah Jordan

PR: Greenbulb

Soundtrack: Sound Design  


Director: Carlo Ledesama

Producer: Janet Barbara Liong

AD: Christine Blando, Annicka Dolonious

EP: Hannah Gallardo, Bea Caubat

LP: Danz Molina

DOP: Mycko David

Production assists: Hilmer Pondare, Trixie Lontoc, Precious Palquiran, Cedric Veslino

Tech team / editor: Nathaniel Lopez

Colourist: Mikaela Roque

Caster: Ana Gonzales


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