TitleRight The Ride: Jeepneys Against Misogyny (Film)
BriefFor thousands of Filipino commuters, the Philippine Jeepney is the most commonly used form of daily public transportation. It is also a beloved cultural symbol used as an icon to represent the country. But for decades, misogynistic and sexist imagery and messages have been the dominant design element in jeepneys, normalizing them and even celebrated as entertaining and witty. This needed to stop once and for all. “Right the Ride: Jeepneys Against Misogyny” was launched by the Philippine Commission on Human Rights, redesigning a fleet of Jeepneys plying major routes across Metro Manila. The familiar lewd images and objectionable signs were painted over and replaced with inspiring messages about equality, women empowerment, and safety for all. Symbols are powerful. In correcting what is wrong in jeepneys, they became literal vehicles for change in the Filipino mindset. Since then, the CHR has begun to implement the program in more cities nationwide.
Agency
Campaign Right The Ride: Jeepneys Against Misogyny
Advertiser Commission on Human Rights of The Philippines
Brand Commission on Human Rights of The Philippines

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PostedNovember 2022
Business SectorSubscribers Only
StorySubscribers Only
Media Type Case Study
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