ABS-CBN Foundation says no to mining

This campaign, entitled “No to Mining in Palawan 'Wounds' ”, consists of TVC, prints and posters, with the aim to gather at least 10 million signatures at a petition drive, to stop the government from giving mining permits to corporations, the right to mine in biodiversity areas.

The whole campaign will run until the 10-million signature target is achieved, with specific print/posters to be refreshed after a few months. The organisation has since collected more than five million signatures.

Targeted at all Filipinos, the TVC focuses on mining's effect on the people, while the print ads and posters are placed in schools, government buildings and office lobbies to lead concerned Filipinos to log to the site to include their name in the petition.

The campaign aims to open inform the Filipinos that despite all the advantages touted by mining companies, there is a grim, dark side to this supposed driver of economic progress.

To demonstrate the destructive effects of mining, the agency highlights Palawan's unique and endemic species such as the pangolin, the mouse deer and the dugong by placing the mining pits on them like open wounds, to graphically communicate the idea of environmental destruction.

Credits

Print
Campaign No To Mining In Palawan "Wounds"
Client ABS-CBN Foundation
Agency DM9JaymeSyfu
Chief creative officer Merlee Jayme
Executive creative director Eugene Demata
Creative director/copywriter Jerry Hizon
Art director Dee Taar
Illustrator Joshua Krizen Galvez  / Blane Gonzales
Final artwork Pierre Allan Montayre
Print production Jess Ramo
Account management Diday Alcudia, Gabbie Santiago
Planner Diday Alcudia

TVC
Creative director Herbert Hernandez
Copywriter Biba Cabuquit/Merlee Jayme
Art directors Herbert Hernandez/Eugene Demata/Allan Montayre
Producer Jem Lim/Alec Humphries of Just Add Water
Director Pancho Esguerra
Production house Straight Shooters
Soundtrack HIT Productions