Tween Parliament

“The Filipina teenagers believe that they are more than what adults think they are. They want to be empowered & change the negative stereotype that adults place on them. Their positive irreverence makes them believe that they can do something big, make a difference. Adults can vote and choose their leaders, but what about the underage teens who can’t? How do they make their voices heard? Reach the people who matter?”

Modess is the market leader in sanitary napkin category but has weakened its connection to the young category users due to aggressive competition. Teens feel that their current brand understands them. Hence Modess is not a brand of choice or consideration for them. The challenge was to appeal, build an emotional connection with the teens in the Philippines.

Teens are at a life stage (puberty), where the agenda is to make their own choices, want their opinions heard, and are enthusiastic to be a part of a purpose. Due to societal & parental restrictions, freedom of space & speech gives them the importance and sense of pride in their peer group
Modess tapped into this insight and furnished them with a platform, an opportunity for the teens to establish their “Pinoy Pride” via “Your Voice, Your Move” campaign. The campaign got the teens canvassing to the senators about the change they wanted. Their “charter of demands” got compiled in the form of opinions, in a book, that was given to Philippine senators.

Modess epitomizes freedom, comfort and change in a teen’s life and was perfect to extend its core attributes to this movement which was all about freedom of speech and Change. The May 2013 national election was the perfect opportunity for this to take shape. It enabled teens to participate in a nationwide event that historically would exclude them.

Planning & Execution

The success of the campaign was dependent on response, the number of voices / messages received. Keeping this objective of generating maximum participation, an integrated & targeted “Engagement Strategy” was implemented.

The Key task was to gather the voices, messages, suggestions and opinions of female teens in the MAKEYOURMOVE.COM.PH microsite and publish them in a book that was delivered to the newly elected senators.

Through a partnership with a strong multi-platform network, the campaign was maximized nationwide on TV, digital, On-ground and OOH.

Teen celebrities were used in the TV 30sec call-to- action plugs that aired nationwide to entice teens to go to the microsite. The celebrities were also sent to different key cities that represent the 4 major regions in the country to promote the campaign and instantly gather the voices of teens.

The activation was also heavily promoted online on Facebook and on a strong female teen platform – Candymag.com to lead the teens to the microsite. In the microsite they can submit their messages via text and via video.

At the end of the campaign, the book which was the collection of teen’s voices was launched through a PR event and each newly –elected senators got their own copy of it.

Effectiveness / Results

Thousands of teen voices were collected in the microsite and on-ground activations which later published in a book that was delivered to the newly-elected senators.

Modess was not only able to arrest declining market shares and even grew by 120 point post campaign period
Modess tested positively on brand imagery among teens, who also expressed trust towards the brand after the campaign.

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The Campaign Asia-Pacific Team