Greenpeace Philippines and Dentsu Jayme Syfu shed light on plastics pollution


MANILA – On the morning of May 11, a massive blue whale was found washed ashore on Sea Side Beach Resort in Naic, Cavite. Discovered by locals in the area, this 50-foot blue whale, which looked to be in the late stages of decomposition, immediately captured the attention of nearby communities and beachgoers.

As groups gathered to haul off the dead blue whale, they noticed that its entire body was made of plastic wastes found in the ocean. The slimy innards sprawling out of its underbelly was a mix of plastic bags, remains of plastic containers, sachets, bottles, and more.
The case of Plastics Pollution
Just in the first quarter of 2016, more than 30 dead sperm whales were already found washed up on the shores of Europe, with large amounts of plastic waste in their stomachs. Late last year, one of them was found here in Samal, Davao. The reaction of locals was almost baffling as they simply collected the whale’s carcass and transported it to a local museum where they usually display beached sea creatures found in the area.

Though the Philippines has made commitments to address the plastics issue through the Ecological Solid Waste Management Act since 2001, the country still ranks as third highest contributor of plastic wastes in the ocean.
Timely death of the blue whale
With the Philippines as chair of this year’s ASEAN Summit, Greenpeace Philippines, in partnership with Dentsu Jayme Syfu, took the opportunity to call upon ASEAN environmental leaders to take concrete measures against plastics pollution and to stop environmental degradation and dying marine life.

“The ASEAN region’s contribution to plastic pollution in the oceans cannot be ignored and is already way beyond alarming. We are asking the ASEAN membership to take this issue with a sense of urgency and demand that our leaders initiate bold steps to address plastics pollution through regional cooperation, exacting corporate responsibility, and massive public education,” said Abigail Aguilar, Detox Campaigner of Greenpeace Philippines. With this, we ask the public to support our cause, by strongly pledging to #RefusePlastic and telling ASEAN Countries to end the scourge of plastics by signing the petition #RefusePlastic

Greenpeace Philippines

– Abigail Aguilar, Detox Campaigner – spokesperson/quotable campaigner

– Vince Cinches, Oceans Campaigner – spokesperson/quotable campaigner

– Jezreel Belleza, Digital Campaigner – Angelica Pago, Media Campaigner

– Yeb Sano, Executive Director – Grace Duran Cabus, Images Producer

– Wednesday Abelgas, Intern


Dentsu Jayme Syfu

Chief Creative Officer / Chairmom – Merlee Jayme

Creative Director – Biboy Royong

Copywriter – Soleil Badenhop

Art Director – Blane Rosales

Business Unit Director – Julia Pronstroller-Gallardo

Social Media Manager – Tabbi Tomas

Print Production Coordinator – Sheila Villanueva


Dentsu Media

General Manager – Jam de Guzman

Business Director – Chinkey Llave

Senior Media Manager – Paul Reyes

PR Consultant – Bong Osorio

Photographer – Reuben Hamahiga Dela Cruz

Installation Production Designer – Butch Garcia

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NEW YORK – Since 1994, the AME Awards have honored the world’s best in advertising and marketing effectiveness. This year’s edition honored Philippine agency Dentsu Jayme Syfu for two of its campaigns. The ‘#staynegatHIVe’ campaign earned a Gold Medallion for Social Benefit under the Civic/Social Education Category, and a Silver Medallion for Use of Medium under the Social Media Category. Meanwhile, Unilever’s Breeze ‘Good experiment’ was given a Bronze medallion for Social Benefit.

In just six years, HIV cases in the Philippines grew by a whopping 1038%, leading the World Health Organization to identify it as having the fastest growing AIDS epidemic in the world. The problem: people weren’t getting themselves tested. So in 2015, Love Yourself, a small non-profit organization which offers free testing, sought to get this message across. How? Though majority of Filipinos ignored HIV, there was one thing people couldn’t ignore online: TYPOS. Dentsu Jayme Syfu and Love Yourself partnered and launched a campaign in, the country’s most popular news site known for its accuracy in news and grammar. With a simple script, the most popular articles and sites were infected. An “H” was added to any word with the letters “IV,” or a “V” to any letter sequence of “HI” creating typos reading “HIV.” As readers scrolled to comment about the typos, the message hit them – HIV could be part of anyone’s story. In less than a week, the campaign garnered over 50 million impressions and $500,000 in earned media. Most importantly, Love Yourself reported a 60% rise in the number of people tested, making 2015 the year with the highest testing rate in its history. #staynegatHIVe helped spread the word, not the virus.

In the case of Breeze, Dentsu Jayme Syfu dealt with Filipino perceptions of a dirty child as being naughty and disobedient. The challenge was to make Filipino moms understand the brand’s global message of “Dirt is Good.” For them, their children are a reflection of a kind of mother they are. In the laundry context, a dirty child is a reflection of “bad mothering” and means more time and effort in doing the laundry. Breeze and the agency created a social experiment where kids will be exposed to a situation of “being good and helpful” but while they dirty their clothes. Unsuspecting moms got the shock of their lives at the sight of their children who were almost totally covered with mud and grease. But the intense anger and frustration were later replaced with hugs, kisses, and pride as these kids proved how the dirt on their shirt is in fact, their own unique badge of goodness.

With this effort, moms were able to see dirt and their kids in a different way. From their initial negative reactions, to pride and joy– upon realizing that they brought up good, helpful kids. After all, it is easier to wash away the dirt than to bring up good-hearted kids.
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© 2019 Dentsu Jayme Syfu.