SINGAPORE — Another historic win for the Philippines at this year’s Spikes Asia Awards is thanks to MullenLowe TREYNA‘s powerful “Right to Care” campaign, in partnership with the Quezon City Government. The project won the country’s first Glass: The Award for Change for empowering LGBTQ+ couples to make medical decisions for their partners, a right that is still very much inaccessible to most Filipinos.
The Spikes Asia Glass category is an industry badge on “culture-shifting” creativity, as the Spikes Asia website proudly claims it to be. It’s an award specifically designed to recognize work that address issues of gender inequality or prejudice through advertising, explicitly stating that: “The work can be for any product or service and designed for any medium, but will in some way represent a shift towards more positive, progressive and gender-aware communication.”
Currently, the Philippines does not legally recognize same-sex unions in any form. This presents a problem in the healthcare front as hospitals and medical facilities only accept legal spouses or next of kin in decision-making, ultimately excluding same-sex couples. Now, thanks to the “Right to Care” card which is operational through a Special Power of Attorney (SPA), cardholders will be given the right to agree, refuse, or withdraw consent of any type of medical care for their partners including treatment, procedures, tests, and prescriptions – a significant move in the fight for gender equality.
The agency worked with the most populated city in the country, Quezon City, to roll out this project. With the support of the local government, the program is now implemented in hospitals and medical facilities within the city.
This powerful initiative has won the recognition of Spikes Asia’s Glass jury, winning a Grand Prix – the highest honor for any category – in such an important category such as The Award For Change. The campaign also received a Bronze for under the PR category for Launch / Re-launch, on top of being shortlisted under Healthcare – Brand-led Education & Awareness.
adobo Magazine is an official media partner of Spikes Asia 2024.
