Background

In the Philippines, Foundation for Media Alternatives (FMA), a NGO approached Dentsu Creative Manila to create a campaign that addressed a surge in domestic violence. Since domestic abuse is a deeply personal, difficult subject, dentsu created ‘Face of Courage’, a campaign featuring AI-powered representations of Filipina women. 

Solution

Using generative AI could protect survivors of abuse, while giving a face to their stories. Hearing other women’s stories is powerful, so it is important to give anonymous survivor stories a compelling platform while safeguarding their identities and encouraging other survivors to report their own cases. Because an AI persona is completely fictional, it provides the perfect ‘shield’ for survivors to tell their stories, while still providing a human face.

TikTok was the platform of choice given its massive reach among Filipina women across demographic segments. FMA's Al Filipina avatar debuted in May 2024 in a series of videos on TikTok: www.tiktok.com/@fmaph. The video then led to a microsite, where survivors could get help.

Results

When the 'Face of Courage' campaign launched on TikTok, it garnered immense reach and recognition, resonating with Filipina women across diverse demographic segments. With an impressive reach of over 66 million on TikTok and an extraordinary Engagement Rate of 506.43%, the campaign made a significant impact. Most importantly, it successfully encouraged 194,000 victims to access the helpline directory, offering them vital support and resources.

By harnessing the power of social media and utilizing AI-generated representations, the 'Face of Courage' campaign sparked a powerful conversation about domestic violence.