Globe honored for anti- piracy advocacy
The company’s # PlayItRight’s ‘ Piracy vs. Piracy’ campaign won three Kidlat awards including one for branded corporate social responsibility
GLOBE Telecom’s homegrown anti- piracy campaign advocacy to encourage Filipinos to download or stream content from legitimate sources was recently honored with three Kidlat Awards for Branded Corporate Social Responsibility, Creative Use Of Media and Digital Activation and Campaigns.
The Kidlat Awards is an annual creative competition led by the 4A’s Philippines’ Creative Guild. It celebrates and recognizes the country’s best advertising work of the past year and was judged by leading advertising executives from Indonesia, Hong Kong, Malaysia, Singapore and the Philippines.
The Ayala- led company’s campaign zeroes in on the recurring piracy problem in the Philippines. Websites that allow people to illegally download copyrighted content particularly movies, television shows and recorded music continues to proliferate online.
As authorities and even nongovernment organizations continue to look for ways to eradicate this problem, Globe, with the help of its creative arm, Globe Studios and partner agency, Publicis Jimenez
The campaign
The idea behind Piracy vs. Piracy happens to effectively reach and deliver the message to the target audience. During the 2017 Metro Manila Film Festival, Globe uploaded copies of the participat Filipino movies on torrent and streaming websites.
After showing the opening abruptly cut to feature the crew recounting the hours of work they ended with the crew appealing to viewers to # PlayItRight and watch from legitimate sources.
“Our customers deserve not just safe but also quality content. At the same time, we also want to make sure that our products and services are not used for illegal activities. These pursuits, along with our high regard for original content, inspired us to Yoly Crisanto, Globe Senior Vice President for Corporate Commu- nications, pointed out.
“Piracy Against Piracy sends a strong message to everyone on the effects and realities of piracy in the industry and the people who work hard to keep it alive. That every illegal download affects hundreds of cast and crew members whose - rector Quark Henares.
“We also want to protect the copyright of our content partners and educate our customers on how to consume content properly. We have ma de it easier for them by giving them the platforms to watch the best movies, TV shows, music, Globe Senior Vice President for Content
Effective advocacy
The campaign has been so effective that it was also recognized in the Direct Marketing category - tional website showcasing the best ads around the world.
Several filmmakers have also lent their support to the campaign.
- dustry from pirates. Without piracy, we keep our jobs, and convince creators to produce good content of the hit romantic comedy, “I’m
“This commitment by Globe to the money, sweat and tears that filmmakers have put into their projects. Every day, we get messages from our site to request for a free download of ‘ Respeto’. ( Talk about respect!) The campaign is also such a clever way to shame the shameless pirates from download
VIU, a leading Asian digital content provider popular for its online distribution of K- Drama and K- Pop shows, also recently announced its full support for the # PlayItRight advocacy.