Quezon City

Right to Care

In the predominantly Catholic Philippines, LGBTQ partners lacked conjugal rights, including the ability to make medical decisions for each other in emergencies. Recognising this gap in legal protection, the local government of Quezon City sought to address the issue by introducing a groundbreaking solution. By repurposing a special power of attorney typically used for financial matters, the innovative Right to Care card was created to grant LGBTQ partners a crucial medical consent right akin to that of legally married couples.

Each partner carries a Right to Care card bearing a QR code linked to a PIN-locked Special Power of Attorney stored on secure Quezon City government servers, marking a significant step towards achieving true equality for LGBTQ individuals in the country.

Credits:

Lead Agency: MullenLowe TREYNA Chief Creative Officer: Abi Aquino Executive Creative Director: Roman Carlo Olivarez Creative Directors: Jopy Arnaldo, Mylo De Borja, Adrian De Guzman, Paulo Dela Rosa Associate Creative Directors: Adrian De Guzman, Paulo Dela Rosa Multimedia Producer: Kim Timan Senior Art Director: Krystel Ybañez Director of Brand Planning: Viboy Palillo PR Director: Tricia Kiocho Senior Copywriter: Xanti Gonzales Copywriters: Jam Pascual, Julian Bato Quezon City GAD Council Planning Officer IV: Janete R. Oviedo Quezon City Council Chief of Staff: Rowena T. Macatao

Awards Won

35

Including:

2x Spikes Asia (1 Grand Prix & 1 Bronze) 2x Adfest (1 Gold & 1 Silver) 9x Kidlat Awards (2 Grand Prix, 5 Gold & 2 Silver) 9x PRSP Anvil Awards (1 Grand Prix, 2 Gold & 6 Silver) 2x Clio's (2 Silver)