Commission on Human Rights of The Philippines - "Right The Ride: Jeepneys Against Misogyny (Film)"

Wunderman Thompson

Wunderman Thompson Makati City, Philippines

Awards

1004

This ad is part of the ACT Responsible Collection

Brand: Commission on Human Rights of The Philippines
Country: Philippines

Advertiser: Commission on Human Rights of The Philippines

Title	Right The Ride: Jeepneys Against Misogyny (Film)
Brief	For 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	Wunderman Thompson
Campaign	Right The Ride: Jeepneys Against Misogyny
Advertiser	Commission on Human Rights of The Philippines
Brand	Commission on Human Rights of The Philippines
Posted	November 2022
Business Sector	Institutional/Public Interest/Non-Profit Org.
Story	Right the Ride: Jeepneys Against Misogyny was launched. Working withthe Philippine Commission on Human Rights, lewd imagery and sexistsignage on 22 jeepneys plying key major routes within Metro Manila (themost populous megacity in the Philippines) were painted over andcorrected to skew towards equality, women empowerment and safety forall. Symbols are powerful. In correcting what is wrong in jeepneys, theybecame literal vehicles for change in the Filipino mindset.The 22 Right the Ride jeepneys travelled daily in three major cities inMetro Manila and delivered progressive messages to thousands ofcommuters. While an online film and a series of social posts spreadawareness across the entire Philippines.
Media Type	Case Study
Director	Cheska Ramos
Director	Gilbert Buen
Executive Creative Director	Brandie Tan
Senior Copywriter	Irish Bautista
Creative Director, Copywriter	Niño Gupana
Deputy Executive Creative Director	Tin Sanchez
Group Creative Director	Maan Bautista
Producer	Regina Inocencio
Associate Creative Director / Art Director	Macky Sanchez
Art Director	Elaine Catindig
Copywriter	Jonel Revistual
Copywriter	Jilian Librodo
Agency Producer	Jem Lim
Agency Producer	Toffee de Guzman
Production Company	Film Pabrika
Production Company	Ala Carte Digilab
Producer	Marivic San Juan
Sound	Hit Productions Inc.
Account Director	Carla Dado
Planner	Sam Zetha
Planner	Rachelle Valera
Editor	Gino Delos Reyes
Production Designer	Adelina Leung
Chief Executive Officer (CEO)	Golda Roldan
Colorization	Barebones Inc
Account Manager	Pam Bama