'Pusuan Ang Totoo' campaign wins Silver in the Asian Digital Media Awards

The GMA News and Public Affairs advocacy for the Eleksyon 2019 advocacy "Pusuan Ang Totoo" has won the Silver for Best Marketing Campaign for News Brand in the 2019 Asian Digital Media Awards.

The "Pusuan" ("to heart") campaign resonated with viewers and netizens as a reference to social media users' behavior of "heart-ing" or liking posts of their choice. GMA News and Public Affairs urged viewers to "heart" or choose the truth.

The campaign cuts two ways: as an encouragement for voters to be discerning in their choices for elective positions, given the importance of the exercise to the future of the nation; and as a call for people to be more discerning in their sources of information, especially on social media, urging them to choose the news that is true, as opposed to fake news.

.@gmanews and @GMA_PA wins Silver for Best Marketing Campaign for News Brand at the Asia Digital Media Awards 2019 in Hong Kong https://t.co/xtREZh0oDe pic.twitter.com/NNxIImCrPq

— Justin Joyas (@justinjoyas) October 30, 2019

As part of this advocacy, GMA News and Public Affairs Digital Media developed several tools to help Filipinos voters [heart] the truth. The Eleksyon 2019 website on GMA News Online included news and videos of the latest election coverage and voter's guides, as well as election results and heat maps.

The campaign also included:

YOUSCOOP ASKS - a video series on our citizen journalism and engagement platform allowing them to submit a question that senatorial candidates are asked to answer directly.

DANTELEKSYON - a video series featuring Filipino social media influencer Dante Gulapa explaining the intricacies of the voting process in a lighthearted, funny way intended to reach younger voters.

MYKODIGO - a tool that allows voters to practice filling out election ballots and generate sample ballots for their use on election day.

STAND ON ISSUES - an interactive compendium that allows users to choose their senatorial candidates, and simulate how these choices would affect the legislative agenda of the Senate if these candidates won.

GMA News Social Media Manager Justin Joyas received the award in behalf of GMA News and Public Affairs.

The award, presented by the World Association of News Publishers, recognizes "Asian publishers who have delivered unique and original digital media projects." —JST, GMA News