Association of Philippine Broadcasters: Love Thy Neighbour

Miele Dungo, Kathy Cosico, RJ Paculan

The Association of Philippine Broadcasters, an industry body, created a video to encourage tolerance towards Muslims.

Campaign details

Brand: Association of Philippine BroadcastersBrand owner: Association of Philippine BroadcastersLead agency: TBWA\Santiago Mangada PunoCountry: PhilippinesIndustries: TV channels, services, programmesMedia channels: Livestreaming, Online video, Social mediaBudget: Up to 500k

Executive summary

Muslims have always been discriminated against in the Philippines. When ISIS-aligned Muslim militants invaded Marawi City in 2017, the media quickly published images of destroyed churches and executed Catholics, worsening the anti-Muslim sentiment across the country.

Unknown to many were the stories of Muslims who helped Catholics escape execution. The Association of Philippine Broadcasters wanted to...

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