THE FIGHT OF THE CENTURY USED AS A VEHICLE TO KNOCK OUT DOMESTIC VIOLENCE 

THE BRIEF

Filipinos and the rest of the world waited more than five years to witness the showdown between the two greatest boxers of the generation. Dubbed the “Fight of the Century”, it was the most anticipated fight in years.

Philippine Commission on Women, the recognized government authority that champions women’s empowerment and gender equality in the Philippines, wanted to shine a light on bigger, neglected fights that happen almost everyday in Filipino homes – domestic violence.

THE SOLUTION

We thought the much-anticipated megafight was the best time to bring to the spotlight domestic violence directed against women by their intimate partners.

So we mimicked the “Battle for Greatness” poster and placed it with titles that represent the physical, emotional and psychological abuse women experience, and where violence occurs from the privacy of their homes and sometimes, in the public eye.

We released one poster a day within 3 days before the actual fight, and strategically placed them next to the promotional posters - in print, online and on-ground.

This simple campaign with strategic placements made people do a double take to get a closer look at the posters.

THE RESULTS

Within 3 days before the fight, the three posters reached more than a million people, generating free impressions worth P8,000,000.

The campaign was effective in creating awareness for the fights everyone should be watching out for, proving we can all knockout domestic violence.

ONLINE

3 days before the fight, we released posters and ads online, strategically following the "Battle for Greatness" ads. Leading newspapers and online news outlets like CNN, ABS-CBN News and Mumbrella Asia featured the campaign.

POSTERS

We decided to ride onto the Mayweather-Pacquiao hype by mimicking the “Battle for Greatness” poster and replacing it with titles that represent what abused women experience.

PRINT

Our ads were strategically placed next to the Mayweather-Pacquiao promotional materials in the Philippines’ leading newspapers.

ON-GROUND

Posters were strategically placed next to the Mayweather-Pacquiao posters in restaurants and other venues offering pay-per-view of the fight. We also placed ads on the back of buses to reach more people.

RESULTS

Within 3 days before the fight, the 3 posters reached more than a million people, generating free impressions worth P8,000,000. The campaign was effective in creating awareness for the fights everyone should be watching out for, proving we can all knockout domestic violence.