Buboy Paguio
Interactive Designer at AKQA
Taguig City, Philippines
TitleBury The Past Project
Campaign Bury The Past Project
Advertiser Gabriela Philippines
Brand Fight eVaw (Electronic Violence Against Women)
Date of First Broadcast/Publication
Business Sector Anti-Domestic Violence, Sexual Abuse
Tagline Bury The Past
Story The Philippines is number one in the world in sex scandal video searches, with 300,000 a month on Google, Yahoo!, and now, alarmingly, Facebook. Gabriela, one of the world's foremost advocates of women's rights, wanted to help these victims start anew. 
Philosophy The Gabriela 'Bury the Past' project is a socil media driven campaign that disrupts search engine results, making it more difficult to find sex scandal videos. This was achieved by an act of solidarity among Facebook users, adding the word "scandal" to their last names. This simple act effectively buried sex scandal videos 30 pages deep in search results.
Problem With over 300,000 searches a month for sex scandal videos in a predominantly Catholic country, victims of sex scandal videos will find it difficult to move on with their lives, as they are forever haunted by their past.
Result Sex scandal searches were buried 30 pages deep in results. At the same time there was a 14.5% drop in sex scandal site traffic. By appending the word "scandal" to their Facebook names, every post, update, like, comment, tag, message and more became an ad for the effort. According to Facebooks own pricing model, this generated impressions worth $1.2 million.
Media Type Social Media
Soundtrack -
More Information
Executive Creative Director
Executive Creative Director
Associate Creative Director Aste Gutierrez
Art Director
Associate Creative Director
Account Director Gabbie Santiago

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