Commission on Human Rights of The Philippines - "Right The Ride: Jeepneys Against Misogyny (Film)"

Wunderman Thompson

Wunderman Thompson Makati City, Filipinas

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Marca: Commission on Human Rights of The Philippines
País: Filipinas

Anunciante: Commission on Human Rights of The Philippines

Título	Right The Ride: Jeepneys Against Misogyny (Film)
Brief	For thousands of Filipino commuters, the Philippine Jeepney is the most commonly used form of daily public transportation. It is also a beloved cultural symbol used as an icon to represent the country. But for decades, misogynistic and sexist imagery and messages have been the dominant design element in jeepneys, normalizing them and even celebrated as entertaining and witty. This needed to stop once and for all. “Right the Ride: Jeepneys Against Misogyny” was launched by the Philippine Commission on Human Rights, redesigning a fleet of Jeepneys plying major routes across Metro Manila. The familiar lewd images and objectionable signs were painted over and replaced with inspiring messages about equality, women empowerment, and safety for all. Symbols are powerful. In correcting what is wrong in jeepneys, they became literal vehicles for change in the Filipino mindset. Since then, the CHR has begun to implement the program in more cities nationwide.
Agencia	Wunderman Thompson
Campaña	Right The Ride: Jeepneys Against Misogyny
Anunciante	Commission on Human Rights of The Philippines
Marca	Commission on Human Rights of The Philippines
Posted	Noviembre 2022
Sector Empresarial	Instituciones/Organizaciones no gubernamentales
Sinopsis	Right the Ride: Jeepneys Against Misogyny was launched. Working withthe Philippine Commission on Human Rights, lewd imagery and sexistsignage on 22 jeepneys plying key major routes within Metro Manila (themost populous megacity in the Philippines) were painted over andcorrected to skew towards equality, women empowerment and safety forall. Symbols are powerful. In correcting what is wrong in jeepneys, theybecame literal vehicles for change in the Filipino mindset.The 22 Right the Ride jeepneys travelled daily in three major cities inMetro Manila and delivered progressive messages to thousands ofcommuters. While an online film and a series of social posts spreadawareness across the entire Philippines.
Medio	Case Study
Realizador	Cheska Ramos
Realizador	Gilbert Buen
Director ejecutivo de creación	Brandie Tan
Senior Copywriter	Irish Bautista
Creative Director, Copywriter	Niño Gupana
Deputy Executive Creative Director	Tin Sanchez
Director del grupo de creación	Maan Bautista
Productor	Regina Inocencio
Associate Creative Director / Art Director	Macky Sanchez
Director artístico	Elaine Catindig
Responsable de conceptos / redactor	Jonel Revistual
Responsable de conceptos / redactor	Jilian Librodo
Productor de la agencia	Jem Lim
Productor de la agencia	Toffee de Guzman
Productora	Film Pabrika
Productora	Ala Carte Digilab
Productor	Marivic San Juan
Sonido	Hit Productions Inc.
Director de cuentas	Carla Dado
Planner	Sam Zetha
Planner	Rachelle Valera
Montador	Gino Delos Reyes
Jefe de decorados	Adelina Leung
Chief Executive Officer (CEO)	Golda Roldan
Colorization	Barebones Inc
Responsable de cuentas de agencia	Pam Bama