The campaign won a Crystal-Peace & Justice AD Stars, Shortlist-Spikes, Silver-Kidlat awards, Silver-Tambuli Awards Honoree-Webby Awards, Bronze-Boomerang Awards
The idea stemmed from one question: In a conservative country like the Philippines, how do we actually get people to get over their fear of shame and report sexual harassment? And then it hit us: People judge. People talk. But AI won’t. Thus, Gabbie was born. It works because she is housed on a platform that people already use on a daily basis (Messenger), thus making it easy for them to report wherever and whenever, and the fact that she’s an AI means that they don’t have to worry about judgment from her.
Gabbie was implemented on Facebook Messenger on November 25th, 2017, also known as the International Day for the Elimination of Violence Against Women. Upon launch, she was picked up by various local and global news sites, she was featured on the country’s premier news channel, she was brought to schools, and she was even invited to congress to support and appreciate the country’s legislators.
The campaign won a Crystal-Peace & Justice AD Stars, Shortlist-Spikes, Silver-Kidlat awards, Silver-Tambuli Awards Honoree-Webby Awards, Bronze-Boomerang Awards
Chairmom/CCO: Merlee Jayme
Executive Creative Director: Louie Sotto
Copywriter: Renzo Valmonte
Art Director: Valerie Villaflor
Group Account Director: Gabbie Santiago
Strategic Planning Director: Diday Alcudia
Social Media Director: Tobiel Castaneda
Head Creative Technologist: JR Ignacio
Creative Technologists: Axel Raymundo, Maki Tabili
Digital Producer: Cyri Sio
Executive Creative Director: Louie Sotto
Copywriter: Renzo Valmonte
Art Director: Valerie Villaflor
Group Account Director: Gabbie Santiago
Strategic Planning Director: Diday Alcudia
Social Media Director: Tobiel Castaneda
Head Creative Technologist: JR Ignacio
Creative Technologists: Axel Raymundo, Maki Tabili
Digital Producer: Cyri Sio
