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Save The Children 'Shrink'

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Lowe Philippines film on negative effects of violent discipline towards children

Save The Children 'Shrink'

Lowe Philippines and Save the Children have created an ad that highlights the negative effects which can arise from using violence to discipline children.


The ad uses the common South East Asian ‘shrinking’ plant (known as Makahiya in The Philippines) to demonstrate its point. Save the Children emphasises that corporal punishment - including the hitting, slapping and humiliation of children - is still ingrained in Filipino society. The campaign aims to promote positive, non-violent discipline in the home, schools and elsewhere.  It launched at the Metro Manila Film Festival at the end of December 2013.

STC Client:
Wilma Bañaga, Child Protection Adviser
Carmina Sarmiento, Policy Advocacy Manager

Agency: Lowe Philippines 
Mario Serrano, Creative Director
Gari Valderrama, Assistant Creative Director
Rommel Aboy, Senior Account Director
Kat Galang, Writer
Fermin Villegas, Copy Group Head
Trina Nadela, Account Director
Dea Bobadilla, Senior Account Manager
Do Bagcal, Business Director

ARKEO Films - Joel Ruiz, Director; Rhona Agtay, Executive producer
Fluid Post, Post-production House
Noisy Neighbors, Soundtrack Production
M2M, Media partnersCreative Director: Mario Serrano

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MullenLowe Treyna, Fri, 03 Jan 2014 11:42:22 GMT