Y&R Philippines Pick Up Three Lions

Y&R Philippines has picked up 3 Cannes Lions, one Silver and two Bronze, with its ‘Anti-Dengue Bottle’ for major client Maynilad Water Services.

The campaign was awarded one Silver in Media, and two Bronze, one Outdoor and one Promo and Activation Lion 2013 in the Public Health & Safety, Public Awareness Messages category. This follows the anti-dengue initiative being named both a One Show finalist and being shortlisted at the New York Festivals.
 

An initiative from Maynilad Water Services, Inc. (Maynilad), in partnership with Y&R Philippines, Inc. (Y&R) and the Department of Health (DOH), the Anti-Dengue Mosquito Trap is a Do-It-Yourself project designed to help curb dengue cases in poor communities.

At the launch in Pasay City, residents were taught how to prepare the simple yet effective mosquito trap. The device uses items commonly found in households: a recycled plastic bottle with a mixture of clean water, brown sugar and yeast.

The mixture produces carbon dioxide that attracts the mosquitoes, trapping them in the device and killing them. This device can kill hundreds of mosquitos within a period of two weeks before the mixture needs replacement.

This campaign is part of Maynilad’s advocacy to showcase the power of clean water. “We want to teach people a simple, innovative and affordable way to help prevent dengue cases in their communities. Through this program, we’re encouraging them be more proactive in their dengue-prevention efforts,” said Maynilad President and CEO Ricky P. Vargas.
Added Badong Abesamis, Executive Creative Director Y&R Philippines, “Maynilad wanted to demonstrate the benefit of the service they provide. With this effort - against dengue fever which afflicts many in the Philippines - we unleashed the power of clean water.”

The DOH estimated that from January to October 2012, there was a 24.92% increase in dengue cases compared to the same period the previous year. Of the 132,046 cases reported nationwide during this period, 701 were fatal. A breakdown of the dengue cases by region showed that Metro Manila had the highest number, with 20.42% of the incidences. 

ECD:    Badong Abesamis
AD:    Gra Benesa
Copywriter:    Badong Abesamis
Producer:    Ariel Bautista
Final Artist:    Carlos Averion
Accounts:    Mary Buenaventura, Ags Almasan, Kat Camus