National Red Cross | Storm Disaster Appeal | Philippines

BBDO Guerrero/Proximity put together several short films documenting the current plight of the Philippine people. Shortly after the first storm hit the country, the agency released a video entitled ‘Optimism’ to encourage the locals and also in the hope of gathering support from the rest of the world.

However, as the situation worsened with a second blow from tropical storm Parma, two further, more sombre video recordings were created for fundraising purposes overseas.

According to the Red Cross, 600 deaths were recorded and 800,000 people were displaced. Media coverage on the situation is limited due to inaccessibility to flooded areas, so the Red Cross briefed BBDO/Proximity on creating a viral campaign to maximize reach to the public.

The Red Cross has already raised US$1.3million solely through online media. “Thanks to virals such as these, as well as the huge awareness generated on social networks, we hope to continue to tap into the support of Filipinos and others around the world in our urgent efforts to reach help those affected by the Storms and their aftermath,” said Dennis Mendiola, the governor of Red Cross in the Philippines.

Optimism:


Still flooded:


Mud:




Credits:
Project Storm Disaster appeal
Client The Philippine National Red Cross
Creative agency BBDO Guerrero/Proximity
Copywriter David Guerrero
Art directors Joel Limchoc, Brandie Tan
Agency producer Telly Arce
Production company Filmex Inc
Director of photography Henry Frejas, Paolo Villaluna,
Executive producer Concon Deray
Camera team Mady Laserna, Alot Frejas, Ado Urbano, Andrew Topacio, Kiri Dalena
Production manager Marjay Maghirang
Production assistant Catherine Sanidad
Optima colorist Marilen Magsaysay, Optima Digital
Exposure Television, online