Description
In the Philippines, it’s illegal for queer couples to make decisions for each other during medical emergencies. Hospitals only allow the next-of-kin to do this.
To remedy this healthcare injustice, The Quezon City government launched The Right to Care card during Southeast Asia’s biggest Pride March. This card repurposes a Special Power of Attorney (legal document commonly used in financial transactions) into portable proof that grants LGBTQ couples decision-making rights during medical emergencies.
50% of Pride-content on Twitter was about the card, with 132 organic media pick-ups and 85.2 million organic impressions.
The inaugural batch started with 1,462 registrations and is still increasing daily. Department of Health and Commission on Human Rights declared national support. Other cities work to implement the card, too.
This professional campaign titled 'The Right to Care Card' was published in Philippines in February, 2024. It was created for the brand: Quezon City Local Government, by ad agency: MullenLowe TREYNA. This Design and Direct media campaign is related to the Health and Public Interest industries and contains 2 media assets. It was submitted 2 months ago.
Credits
Advertising Agency: MullenLowe TREYNA
Chairman/CEO: Mike Trillana
Creative Chair: Leigh Reyes
Chief Creative Officer: Abi Aquino
Executive Creative Director: Roman Carlo Olivarez
Client Service Director: Aimee Sarmiento
Account Director: Trina Nadela
Account Manager: Pau Frayco
Account Manager: Kryzzle Gaspay
Creative Director: Jopy Arnaldo
Creative Director: Mylo De Borja
Senior Art Director: Adrian De Guzman
Senior Art Director: Krystel Ybañez
Senior Copywriter: Paulo Dela Rosa
Senior Copywriter: Xanti Gonzales
Copywriter: Jam Pascual
Copywriter: Julian Bato
PR director - Tricia Kiocho
PR manager - Gerald Lim
PR specialist - Issa Faminial
Media Relations - Iris del Fierro, Nikka Ramos
PR writer - Erwin de Leon, Aj delas Alas
Qairos Chief Executive Officer: Raffy Bariso
Chief Technology Officer: Francis Bautista
Front-end Developer: Rhea Etable
UI Designer: Cristina Guanzon
Chief Synergy Officer: Raffy Bariso
Digital Advertising Specialist: Rokey Desingano
Content and Platforms Manager: Brian Tenedero
Experiential Marketing Lead: Nikki Torres
Senior Account Manager: Kit Calangi
PR and Events Writer: AJ delas Alas
Multimedia Producer: Kim Timan
Senior Multimedia Artist - Studio Lead: Jose Luis "JL" Marfori
