PCW, DDB Group Philippines’ Short Films
on Online Child Abuse Honored at the 12th Araw Values Awards
Receiving the Araw Values Awards trophy for the “Family Business” anti-OSAEC Advocacy Short Films are the Philippine Commission on Women (PCW)’s OIC-Executive Director Nharleen Santos-Millar (center),
OIC-Deputy Executive Director for Management Services Honey Castro (4th from right), and Information Officer Shiekah Sandigan (3rd from right).
They are joined on stage by Tribal Worldwide Philippines (Tribal DDB) Managing Director Diane Chua (3rd from left), DDB Philippines Deputy Executive Creative Director Shackie Caccam (4th from left), Araw Values Awards Production and Rules Committee Member Roy del Valle (2nd from right), as well as flanked by other awardees.
Setting another milestone for advocacy campaigns, the Philippine Commission on Women (PCW), in partnership with DDB Group Philippines, won the Meritorious Technical Award of Excellence in the Values Category: Reverence for Family Unit, Marriage, or Responsible Parenthood, for the short films ‘Family Business’ at the 12th Araw Values Awards held on March 18, 2025, at the Aliw Theater, Pasay City. PCW received this recognition for its impactful campaigns against Online Sexual Abuse and Exploitation of Children (OSAEC).
(From L to R) Information Officer Jon Paulo Barcelona, OIC Executive Director Nharleen Santos-Millar, OIC Deputy Executive Director for Management Services Honey Castro,
and Information Officer Shiekah Sandigan representing PCW at the 12th Araw Values Awards
Expressing her appreciation, PCW Officer-in-Charge Executive Director Nharleen Santos-Millar, emphasized the broader impact of the award.
“The PCW is humbled by this recognition by the Araw Award Selection Committee. This award is shared with our stakeholders, especially the women and children facing intersecting gender issues. PCW will continue to develop knowledge products and IEC materials that will amplify the prevailing gender issues in our society, ensuring that more people are informed and inspired to take action against gender-based discrimination.”
Drawn from real-life experiences, PCW and DDB Group Philippines’ collaborative short films ‘Family Business’ (Mirror and Play), shed light on the widespread problem of child abuse in the Philippines. These films emphasize the alarming statistic that 1 in 100 children fall victim to abuse. Through emotional storytelling, these public service announcements urge audiences to take action against online child exploitation and create a lasting impact in the society.
The success of these short films continues, as PCW and DDB Group Philippines previously won a GOLD Anvil Award at the 60th Anvil Awards on January 28, 2025.
Meritorious Technical Award of Excellence from the 12th Award Values Awards and GOLD Anvil Award from the 60th Anvil Awards
both received by PCW and DDB Group Philippines this year for ‘Family Business’ short films that highlights the issue of Online Sexual Abuse and Exploitation of Children (OSAEC).
“We are honored to be able to work with PCW for this project, which not only brought attention and action to a critical public issue, but has also been receiving recognitions from esteemed organizations like the Araw Values Awards. The advocacy films tackle the pervasive issue of online abuse of children, often perpetrated by family members they love and trust. We hope this underscores the importance of responsible parenthood in protecting Filipino children from online predators,” said Diane Chua, Managing Director of Tribal Worldwide Philippines, The Total Experience (TM) agency under DDB Group Philippines.
Multi-awarded radio DJs from 90.7 Love Radio Nicole Hyala and from 101.1 Yes FM Rico Panyero,
hosting the 12th Araw Values Awards
Overall Organizing Chairperson, Board Member of the Ad Foundation, and Chairperson of the Ad Foundation Industry Development Committee Ma. Belen Fernando highlights the Araw Values Awards’ role in promoting more than just recognition; it actively builds an advertising landscape centered on responsible and values-oriented storytelling
Advertising Foundation of the Philippines and Kapisanan ng mga Broadcaster ng Pilipinas (KBP) Chairperson Ruperto “Jun” S. Nicdao, Jr. explaining how advertising based on core values can produce a substantial and lasting effect.
(From L to R) OIC Deputy Executive Director for Management Services Honey Castro, OIC Executive Director Nharleen Santos-Millar, and Information Officer Shiekah Sandigan representing PCW at the 12th Araw Values Awards
Championing Values in Advertising
Driven by the goal of fostering positive social change through values, promoting ethical advertising, upholding industry social responsibility, celebrating Filipino culture, and contributing to national development, the Araw Values Advertising Awards resumed after nearly four years of pandemic hiatus. The award recognizes Branded and Advocacy Communications based on seven core values:
1. Love of God and respect for all religious beliefs;
2. Commitment to truth, honesty, and justice;
3. Love of country and respect for national customs and traditions;
4. Reverence for family, marriage, and responsible parenthood;
5. Respect and care for human life and dignity and the rights of all;
6. Respect for law and authority and promotion of self-discipline; and
7. Concern for and preservation of the environment.
To champion values in advertising, the Advertising Foundation of the Philippines (Ad Foundation) and Ad Standards Council (ASC) revived the ARAW Values Awards with this year’s theme “Siklab ng Araw“. The theme symbolizes the spark that ignites when past wisdom meets present innovation. This recognition further inspires PCW and DDB Group Philippines to advance their advocacy through innovative communication, ultimately contributing to stronger policies and safer online spaces for women and children.
Meanwhile, the “Family Business” short films are also vying for awards as finalists at two major Asian creative festivals: ADFEST 2025 in Pattaya, Thailand (March 20-22) and Spikes Asia 2025 in Singapore (April 24).