Gabriela is a Philippine organisation advocating women's rights, aiming to protect defenseless Filipino women against violence.
Video infomercial 'Hits' depicts a naked women crumpling in pain as each mouse click causes a new bruise or cut to appear. The campaign concept is a play on the double meaning of the word 'hits' - a physical blow and an online view.
Still to launch formally, the video is just one in a series of events to raise awareness and drive action on violence against women online, primarily scandal videos, or the malicious upload of personal intimate videos.
“The purpose of the campaign is very interesting in itself in that it recognises even scandal videos, the making, sharing and watching of these, as violence against women. In that sense, even just a click of the mouse can be as brutal as a punch. So we were looking for a way to equate the two," said Louie Sotto, creative director and copywriter at DM9 JaymeSyfu.
Sotto credits associate CD Miko Quiogue with the campaign idea of a play on the word 'hits'.
“We are planning a series of events at schools to get more people to support the cause. This will coincide with the launch of our pledge site, plus a few other things for the cause,” added Sotto.
The campaign coincides with a ‘Bury the hatchet’ project encouraging supporters to add the word 'scandal' to their names on Facebook, eg. Jane Doe-Scandal. The act can help disrupt search engines and eventually bury scandal videos and sites in search results.
Credits:Chief creative officer Merlee Jayme
Executive creative director Eugene Demata
Creative director/Copywriter Louie Sotto
Associate creative director/Art director Miko Quiogue
Agency producer Alec Humphries/Jem Lim (Just Add Water)
Executive producer Ruth Colacion
Director Paul Basinilio
Cinematographer Odie Flores
D.O.P Odie Flores
Editor Pedring Lopez
Editing company We Love Post