MANILA, PHILIPPINES — As the leading feminine wash brand in the Philippines, pH Care has dedicated itself to addressing the needs of Filipino women. This includes breaking boundaries that women face in finding their voice and making meaningful conversations regarding feminine care.
Responding to the challenge of opening conversations that have long been labeled taboo, pH Care collaborated with creative agency Ace Saatchi & Saatchi and launched the #SafeSpace campaign in August which featured A Silent Film, directed by Lawrence Arcangel from Yellow Brick Road Productions.
Through a visual treatment of a blurred mouth, the short film presents a compelling symbol of how women, specifically young girls, become silent as they do not feel safe enough to ask and talk about feminine care.
Mio Chongson, Ace Saatchi’s President and COO, said, “We were triggered by research findings about young women still being restricted from talking about feminine care, in this day and age. For us at Ace Saatchi & Saatchi, our mission is to keep generating world-changing ideas, campaigns that have a positive effect on people. In this case, helping this segment of society who may not have a voice. We were certainly inspired by the pH Care brand team’s wonderful challenge.”
The short film brings into light the struggle girls go through as they transition into womanhood, and it introduces pH Care as a platform through the phcarertolearn.com.ph microsite where they can learn, ask questions, and share personal experiences.
Kathy Carag, Vice President for Marketing of UL Skin Sciences, shared, “As the intimate care market leader, pH Care is taking on the task of championing feminine hygiene education in the country. The #SafeSpace campaign was born from real stories that we have heard from many young women. pH Care hopes to break the stigma of discussing these topics with its #ShareTheCare program, which is now in its third year. The feedback on the program has been truly positive, and thus we hope to continue to let pH Care champion this cause in the years to come.”
With the #SafeSpace campaign opening the conversation, pH Care makes the steps to break the taboo that surrounds feminine care and to truly #ShareTheCare.
CREDITS:
Client: UL Skin Sciences, Inc.
Ning Sevilla, Personal Care Division Head, ULSSI
Kathy Carag, Division Vice President for Marketing
AC Salvador, Segment Head, Feminine Health
Cris Aseron, Category Manager, Intimate Care
Grace Benedicto, Assistant Product Manager, pH Care
Alena Perez, Product Associate, pH Care
Agency: Ace Saatchi & Saatchi, Inc.
Rei Prieto, Client Services Director
Josh Catacutan, Senior Account Manager
Carmen Antunez, Executive Strategic Director
Mel Garrovillo, Planning Director
Greg Martin III, Executive Creative Director
Caye Paras, Creative Director
Da Delos Santos, Associate Creative Director
Natts Jadaone, Copywriter
Karyl Encarnacion, Art Director
Jassy Laragan, Senior Art Director
Michiko Higa, Copywriter
Kath Reyna, Art Director
Redge Alajar, Art Director
Sam Teaño, Senior Copywriter
Broadcast Producer: Krischelo Delgado
Production House: Yellow Brick Road Productions
Director: Lawrence Arcangel
Executive Producer: Wimby Jao
DOP: Carlos Mauricio
AD: Ickay Eusebio
PD: Rious Caliso
Caster: Tess Quijano
Production Team: Adrian Montemayor, Crisal Sabinorio & Raki Acosta
Post House: Emerald Studios
