Unsettling campaign from TBWA SMP focuses on sexual exploitation of children in the Philippines

SaferKidsPH a joint initiative from the Australian Government, Unicef, Save The Children Philippines and The Asia Foundation has launched a campaign to draw awareness to the rampant sexual abuse and exploitation of children in the Philippines. The film was created by the Philippines-based TBWA SMP.

A release from TBWA said: “In 2018 alone, there were an estimated minimum of 600,000 photos of naked, sexualised, and abused Filipino children as young as three months old shared and sold online. 

“Working hand in hand with government partners, civil society, youth groups, and members of the private sector, SaferKidsPH aims to inform the public of the horrifying realities faced by these child victims.”

“Within 24 hours of being posted, the SaferKidsPH film drew over 1.5 million views, and thousands of shares, with netizens reacting in shock, anger, and sadness at the crimes being committed.”

Speaking about the film UNICEF corporate alliances officer Georgina Belardo said: “The incidents of online sexual abuse and exploitation in Filipino children is rising every year. People are not educated on how to protect their children and keep them safe online, so we needed to create this campaign to highlight the risks to children.”

The film is the first leg of a campaign that is scheduled to go on for six years. 


Chief creative officer: Melvin Mangada

Executive creative director: Bryan Siy

Creative director: Ryan Caidic

ACD: James Mendoza

Art directors: James Mendoza,and Angel Villanueva

Illustrator: Paul Castro 

Copywriters: Bryan Siy and Kyla Caparas 

Client service director: Kathy Cosico

Account director: Alexandra Huang

Strategic planning director: Issa Ignacio

Strategic planner: Jhazel Mendoza

Strategic director: Chino Testado

Senior media and analytics manager: Ingrid Papa

Director: Petersen Vargas

Editor: Hann Marcelino

Producer: Mich Dela Cruz

Sound arranger: Jasper Perez and Jigo Viriña

Sound engineer: JM Leano

Production house: How’s Everything

Audio production house: Soundesign Manila

Client: UNICEF

Corporate alliances officer: Georgina Belardo

Child protection specialist: Marj Ardivilla,

Child online protection coordinator: Mitch Muñoz


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