Globe Group’s #MakeITSafePH campaign against cyberbullying wins Gold at PR Awards Asia 2023  

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The Globe Group has clinched the coveted Gold for Best Video Storytelling at the PR Awards Asia 2023, recognized for its potent and impactful #MakeITSafePH cyberbullying campaign. The international award was received by RG Orense, Globe Group Digital and Social Strategy Head, at the ceremony gala event held at The St. Regis Hong Kong.

This win for Globe and its partners, international agency Culture Group and award-winning local production outfit Unitel Straightshooters (UxS), emphasizes the company’s Tech for Good philosophy, driving meaningful digital innovation to tackle cyberbullying head-on.

Yoly Crisanto, Globe Group Chief Sustainability and Corporate Communications Officer said, “This recognition is a testament to our steadfast commitment to use technology for good. We are extremely proud of the way our #MakeITSafePH campaign has resonated among our customers, driving crucial conversations around cyberbullying and its repercussions on our children’s mental health.”

The Globe Group’s compelling digital films, “Parents’ Social Experiment” and “Off to School,” have stirred public emotions, bringing the urgent issue of cyberbullying to the fore and masterfully bridging the gap between parents and their children’s online lives. They were created by a team of industry experts led by Culture Group’s Jakeena Malli, Director Randolph Longjas, Producer Charissa Pammit, Executive Producer Grace Quisias, and copywriters Paolo Dela Cruz and Kathleen Hernandez.

“Parents’ Social Experiment” showcases the disconnect between cyberbullying language and parents’ lack of understanding of the youth’s way of conversing. It highlights how parents’ involvement is vital to ensuring online safety and responsibility of Filipino youth.

“Off to School,” on the other hand, emphasizes the often underestimated impact of cyberbullying on children’s physical and mental health.  A UNICEF report showed that one-third of cyberviolence experienced by Filipino children is in the form of verbal abuse over the internet or mobile phone, while a fourth is through sexual messages.

Significant voices from the community such as Pia Guanio and Kuya Kim Atienza supported the campaign. Atienza’s repost of “Off to School” caught the attention of other celebrities and influencers, including Inka Magnaye and Kaye Bautista who shared their own experiences around bullying.

Model Amanda Griffin noted the campaign as “such a powerful ad,” underlining the reality children face today.

The #MakeITSafePH campaign has proven to be a resounding success, yielding tangible results that underscore its impact. The two digital films garnered a remarkable 18.19 million views on social media, with the overall campaign reaching over 147 million and achieving more than 22.6 million engagements.

These films also drove significant traffic to the website, with close to 77,000 visits recorded. Notably, the campaign spurred a dramatic 315% increase in mental health consultations through the telehealth platform and campaign partner KonsultaMD. It also led to a surge in support threads in Facebook parenting communities such as Glam-o-Mamas and Usapang Nanay, indicating a growing awareness and concern about bullying and cyberbullying among Filipino parents.

#MakeITSafePH stands as a testament to the Globe Group’s vision of using technology to drive positive social change and foster safer digital spaces for children. The campaign reinforces the important role parents and guardians play as digital allies to their children, urging them to partake in bridging the cultural gap, creating safer spaces, and fostering closer relationships in the digital era.

PR Awards Asia 2023, organized by Campaign Asia and PRWeek Asia, celebrates excellence in communication strategies across the Asia-Pacific region. The Globe Group’s triumph in the competitive Best Video Storytelling category among 152 winners demonstrates its unwavering commitment to tackling societal issues through innovative digital content.