DENTSU JAYME SYFU, Makati City / GABRIELA PHILIPPINES / 2019
In the Philippines, 3 in 5 women have experienced sexual harassment at least once.
And most of the time, it happens in public places. We needed to make women aware that these actions are not normal, and should never be tolerated.
Introducing – CAPTCHAring Harassment – the online sexual harassment test.
We took free wifi (a platform Filipinos can never say ‘no’ to), and encrypted it with CAPTCHA — an online test used to determine whether or not a user is human. But instead of seeing the usual traffic lights and cars, people using our wifi network saw images of different forms of sexual harassment.
Over 76 million Filipinos own smartphones. Every day, day and night, these owners use public transportation just so that they can get home. The stressful part -- waiting in line for hours. And the first thing they think about doing when stuck in line is use their mobile phones. So we decided to use FREE WiFi as a platform to get our message across.
We placed these free wifi networks in high-traffic commute areas (bus stops, bus stations, MRT stations, shuttle stations, etc.) where these actions usually occur. And since Filipinos are always on their mobile phones, getting them to connect was easy.
How it works:
1. Connect to the WiFi
2. A pop-up asks the user to choose the right photos.
3. After verifying, a message appears, educating them about these offensive actions.
4. This then leads them to a website where incidents like these can be reported.
Women and even men shared their experiences on social media and have reported
them to Gabriela. Soon it will be in schools, malls, parks, and other high traffic areas to reach the 76 million Filipinos.
A few months after the launch, a bill against sexual harassment in public was passed.