KONTRA COVID Campaign

Answering the call

Not everybody has access to the same kind of information. This was a problem made even more apparent in the pandemic. On March 26, the United Nations issued a global call out to creatives to help stop the spread of COVID-19. We began working on a campaign to figure out how we could translate WHO-approved health advice in a way that would help our communities. 

This was a challenge in itself. Concepts like physical distancing, stringent handwashing, and non-tactile greetings seem foreign to a culture where we bless (mano), beso, and get together as often. WHO’s COVID-19 advice is, in many ways, the antithesis of long-established habits of our Filipino identity.

“Bawal ang mañanita, birthday parties, sabong — literal man o ano pang klase ng cock-fighting sa panahon ng quarantine! Manatili muna sa loob ng bahay at huwag ilagay sa peligro ang sariling buhay at buhay ng mga nasa paligid mo.”

TOKWA PENAFLORIDA

But the situation was dire. At the rate that the virus was spreading locally, we needed to do our part to instill a sense of social responsibility to our loved ones and those around us. Wearing a mask wasn’t just for our benefit, but ultimately a way to keep the people around us out of the harm’s way.

Habits do not change overnight, they require constant reinforcement and practice. Our institutions could not match the speed and the scale that the virus was developing, which is why it became imperative to tap individuals who could afford to be nimble and creative. Thus, the KONTRA COVID Campaign was born.

Ang Kuwentong Bida vs. Kontrabida

Through the help of Gian Lao and Ali Sangalang, we built the campaign on a story Filipinos know and love: Ang kuwentong Bida vs. Kontrabida, the classic story of good vs. evil. It was a theme that could cut across institutions, political biases, or beliefs. Pinoy action films became the basis of the campaign’s identity, from the name, style, tone, and even the creation of Kontrabidang COVID, which was our way to make the virus real, tangible, and threatening. 

In order to make this campaign run, we developed a toolkit that we shared out to artists in our network. This served as our source of truth for the entire campaign. Our first batch of collaborators were asked to create artwork in their own personal style that promoted any of the following messages: Physical distancing, mythbusting, known COVID-19 symptoms, personal hygiene, and a sense of social responsibility. 

From there, they would upload on their own personal networks and challenge at least two other artists to do the same.

“Posters, comics, infographics, memes—different kinds of media inventively tackled by artists who are, let’s not forget, also concerned citizens. And A Half is also collaborating with the likes of Linya-Linya, Dan Matutina, Leeroy New, and Serious Studio for their campaign. It’s fitting that an effort meant to serve the community draws the strength of its contemporaries and peers.”

Jam Pascual for ANCx

A campaign in three parts

Over 60+ artists, each with their own respective networks which range from 1000-200,000 followers, created artwork for the campaign which we have displayed on our website. 

As we move towards creating other designed solutions in response to the COVID-19 situation (READ: NEGOSYONG KONTRA COVID) in the Philippines, we cannot stress how the campaign only had legs thanks to the artists who participated. This campaign, if anything, belongs to them.