Monsters take to the streets of Manila for new safer streets campaign via BBDO Guerrero

In The Philippines over 35,000 children become victims of road accidents every year, mainly from playing on the streets.

Johnson’s Baby has been advocating the importance of outdoor play in a child’s holistic development for many years. So BBDO Guerrero and Johnson’s Baby co-created Playstreet, a campaign that urges drivers to slow down and drive more safely on streets where children play.

VIEW THE CONCEPT

Parents were invited to sign up their kids’ playstreets to be marked on Google Maps and Street View with monsters that are inspired by children’s drawings. The interactive map can be accessed on www.playstreet.ph on any device and can even be downloaded unto the Google Maps mobile app, so drivers can navigate using the map to drive safely around Playstreets.

The monsters were also brought to life on actual playstreets with 3D street murals that interact directly with drivers. This campaign was also supported by social media ads, PR coverage, and on-ground events. Most importantly, data gathered from this campaign was sent to local government officials and GPS app makers to appeal for more street signs and alerts.

J-anne Gaurino-Aruta, Senior Brand Activation Marketing Lead for Johnson’s Baby franchise said: “We continue to encourage more parents to work together to make every playstreet in the country a safe place for children to play.”

BBDO Guerrero Creative Chairman David Guerrero shares, “Our main goal for Playstreet is to make streets safer so that kids can play longer outdoors. And we are proud to be working on this important initiative.”

Credits:

Creative Chairman: David Guerrero

Associate CD + Illustrator: Nico Zapanta

General Manager: Ombet Traspe

Copywriters: Frances Cabatuando, Rachel Yulo, David Guerrero

Art Directors: Michelle Co, Federico Fanti, Bern Cordora, Liz Castañeda

Designers: Gab Garcia, Franco Villaflor

Editors: Myles Capareda, Rutherford Celino, Natalia Burgos

Client Service Director: Ethel Datario

Account Director: Kaye Sordan

Senior Account Managr: Jeshia Abjelina

Account Manager: Dorcas Torres

Strategic Planner: Nat Sumpaico