Marketing The Work
Byravee Iyer
May 5, 2014

CASE STUDY: How Modess used politics in the Philippines

Teenagers in the Philippines want to be empowered and change the negative stereotype that adults place on them. Adults can vote and choose their leaders, but what about the underage teens who can’t? Johnson & Johnson tapped into this premise to connect to young teenagers in the Philippines.

Modess: gave teenagers a platform for expression

Please sign in or register

Access limited free articles a month after free, fast registration.

Existing users sign in here

Or
Register Now
Forgotten Password?

Having trouble signing in?

Contact Customer Support at
[email protected]
or call+852 3175 1913

Follow us

Top news, insights and analysis every weekday

Sign up for Campaign Bulletins

Most Read

Bonds taps Robert Irwin to show how wild comfort down under can really get

1 Bonds taps Robert Irwin to show how wild comfort down under can really get

Agency Report Cards 2024: We grade 25 APAC networks

2 Agency Report Cards 2024: We grade 25 APAC networks

Cheetos’ launches limited edition fashionably functional pants

3 Cheetos’ launches limited edition fashionably functional pants

No one talks about ads anymore: Have they lost their pop-culture charm?

4 No one talks about ads anymore: Have they lost their pop-culture charm?

Bitter chocolate: The fallout of a poorly planned promo on Chocolate Finance's reputation

5 Bitter chocolate: The fallout of a poorly planned promo on Chocolate Finance's reputation

Digital Media Awards 2025 winners revealed

6 Digital Media Awards 2025 winners revealed

WPP offers free Friday lunches to lure staff back to office

7 WPP offers free Friday lunches to lure staff back to office

Thai influencer walks out of KFC ad mid-set

8 Thai influencer walks out of KFC ad mid-set

BMF opens first APAC office in Hong Kong to drive regional growth

9 BMF opens first APAC office in Hong Kong to drive regional growth

Labubu, the art toy craze and why grown-ups can’t get enough

10 Labubu, the art toy craze and why grown-ups can’t get enough

Related Articles

J&J appoints agency for Modess' digital business
Nov 12, 2013
Racheal Lee

J&J appoints agency for Modess' digital business

Just Published

Omnicom CEO John Wren dismisses speculation about Omnicom-IPG deal leading to client attrition
1 hour ago
Cecilia Garzella

Omnicom CEO John Wren dismisses speculation about ...

Wren was speaking at the Q1 earnings call and expects to close the IPG acquisition in H2 2025.

Google faces £5 billion lawsuit in the UK for dominating search and ‘overcharging’ advertisers
8 hours ago
Lucy Shelley

Google faces £5 billion lawsuit in the UK for ...

Competition lawyer Dr Or Brook alleges Google has used its dominant position to charge overinflated ad prices.

Petfood brand Iams deploys AI-powered video tool to persuade people into pet ownership
8 hours ago
Shauna Lewis

Petfood brand Iams deploys AI-powered video tool to ...

The campaign was created in collaboration with Adam & Eve/DDB.

Global adspend on news brands forecast to decline by a third
9 hours ago
Joseph Arthur

Global adspend on news brands forecast to decline ...

Creator journalists and UGC are starting to draw more attention from advertisers wary of potentially distressing content on news brands.