Giving survivors a voice, anonymity, and the courage to seek help through AI.

At Dentsu Creative Philippines, I led the tech and innovations team in pioneering the use of Generative AI in storytelling. Our goal was to push the boundaries of creativity with purpose, and when the Foundation for Media Alternatives (FMA) approached us to address the alarming rise in domestic violence, we saw an opportunity to make AI more than just a tool—it became a shield. We collaborated closely with our creative team to develop the ‘Face of Courage’, a campaign that used AI-generated personas to give survivors a voice while protecting their identities.

By harnessing generative AI, we created completely fictional yet human-like avatars to narrate real survivor stories. This approach allowed us to break the silence surrounding domestic abuse while ensuring anonymity for those who needed it most. TikTok was the perfect platform to amplify the message, as it reached Filipina women across various demographics. FMA’s AI persona, ‘Al Filipina’, made her debut through a series of emotionally charged videos, leading viewers to a microsite where survivors could access crucial resources and support.

The impact was undeniable. The campaign reached over 66 million people on TikTok, generating an extraordinary 506.43% engagement rate and, most importantly, driving 194,000 victims to seek help. 'Face of Courage' was not just a campaign—it was a movement that turned AI into an instrument of empowerment, proving that technology, when wielded with empathy and creativity, can change lives.