Monday, November 13, 2017

Award-Winning Agencies Mount Campaign for Love Gala

Creative experts from the advertising industry come together to produce a video campaign for the Love Gala, Asia's premier charity and awards event to be held this Dec. 01, World AIDS Day.

The video campaign, dubbed as Celebrate Love (, is a collaborative project of Black Maria Productions and Dentsu JaymeSyfu. It is a call for love and solidarity, with a fresh take on the old adage: "Love is all you need."

The one-and-a-half-minute video, directed by Black Maria Productions' Michael Manalastas, celebrates love in all shapes and forms, and features dedicated advocates and passionate influencers doing their part in ending HIV and AIDS in the country.

According to the June 2017 HIV/AIDS and ART Registry of the Philippines (HARP) report, there are now an average of 30 new cases of HIV infections per day in the country. Males who have sex with males (MSM) and the youth from ages 15 to 24 are the most vulnerable segments of the population.

Manalastas shared, “I feel proud to have contributed to the Love Gala campaign, as the cause of HIV awareness and education is close to my heart.”

“Shooting the teaser required us to work with both seasoned professionals and enthusiastic but totally inexperienced volunteers. What was great about all this was that everyone, no matter the level of experience, came together to achieve one singular goal,” said Manalastas about filming the advocacy video.

He added, “I'm looking forward to seeing how love is celebrated by everyone within our community and without. I know that the Love Gala will touch many people's lives in the same way it touched mine.”

For her part, Gabbie Santiago, Group Account Director at Dentsu JaymeSyfu said, “Seeing as HIV and AIDS can affect everyone regardless of age, gender, or social class, it was important for us to send a message that is inclusive.”

“We decided to go back to the basics by thinking of the many ways we express love as human beings. Our relationships, our passions, our tastes, our desires, our quirks—they all shape who we are. These are also the kinds of things that inspire us to do more and reach out,” Santiago pointed out.

According to Santiago, it is already a huge milestone that people with various interests and political views, in different fields and social circles, have come together for an important cause like the rise of HIV in the Philippines and inspire the public to sign up for an HIV test or to advocate safe sex practices.

The Faces of Love can be viewed online on the Love Gala’s official Youtube channel (

The Love Gala organization believes that “as we continue the fight against the HIV pandemic in the Philippines, the video reminds us that love can be our greatest weapon.”

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