FMA | PH
"The Face of Courage"
The ‘Face of Courage’ campaign by Dentsu Creative Manila and the Foundation for Media Alternatives (FMA) is a testament to the power of technology-driven creativity in addressing deeply sensitive issues. By harnessing generative AI to safeguard survivor identities while giving their stories a human face, the campaign opened a safe and empathetic space for Filipina women to share their experiences and seek help.
Leveraging TikTok’s massive reach and resonance among Filipina women, the campaign achieved an extraordinary reach of 66 million and a groundbreaking engagement rate of 506.43%. Most significantly, it empowered 194,000 victims to access critical helpline resources, sparking a powerful conversation about domestic violence and providing a lifeline to those in need.
This innovative initiative demonstrates how AI and social media, when applied thoughtfully, can inspire change, foster empathy, and drive meaningful impact, paving the way for a safer and more supportive society.
Read the Case Study