11: BRAND PURPOSE (Brand Activism)
Eyes On The Election - Parish Pastoral Council for Responsible Voting (PPCRV)
Poll watching for the elections
|Title of Entry:||Eyes On The Election|
|Brand:||Parish Pastoral Council for Responsible Voting (PPCRV)|
|Product/Service:||Poll watching for the elections|
|Entrant Company:||Dentsu JaymeSyfu|
|Creative Agency:||Dentsu JaymeSyfu|
|Chief Creative Officer:||Merlee Jayme|
|Art Director:||Alexa Remalante|
|Account Manager:||Ina Villegas|
|Date of Release:||2019-04-29|
|Notes:||May 2019 saw the return of the country’s general elections. With the Philippines’ notorious reputation for corruption, the Parish Pastoral Council for Responsible Voting wanted to encourage the youth – as they are the future leaders of the country as well as the ones who are truly vocal about change and justice – to not just vote, but to ensure a clean election by volunteering as pollwatchers as well.
Our guiding premise was the insight that the youth thought poll watching was a hassle. A stressful, difficult, and unrewarding activity.
So to convince them of how easy it actually is to be a pollwatcher, and how much help they could be to the country if they volunteered, we created a series of interactive posters and print ads that showed different voting processes composed in a pattern. However, hidden in the pattern was one voting violation. By finding the violation, you would have, in effect already fulfilled your role as a pollwatcher.
With the help of the campaign, the PPCRV was able to surpass their target by obtaining more than 300,000 volunteer poll watchers.
|Other Credits:||Executive Creative Director: Louie Sotto|
|Other Credits:||Associate Creative Director: Alexa Remalante|