GMA’s ‘Dapat Totoo’ Campaign Wins ‘Best in Engagement’ at Digital Media Awards Worldwide 2022

GMA News and Public Affairs’ 2022 Eleksyon digital campaign “Dapat Totoo” proudly represented the Philippines in front of news publishers around the world, winning “Best in Audience Engagement” at the World Association of News Publishers, Digital Media Awards Worldwide 2022 held on September 29 in Zaragoza, Spain. GMA is the first Filipino network to win in the said event.

The “Dapat Totoo” campaign was designed to educate and engage readers, especially young people, across multiple online platforms to support the network’s broadest and most comprehensive “Eleksyon 2022” coverage.

“GMA Network continues to be committed to providing Serbisyong Totoo to Filipino viewers, from television to digital media. Our social media teams are working hard to find ways to inform and engage Filipino audiences on the platform or the device he prefers,” GMA Network Consultant for News and Public Affairs Marissa L. Flores said.

Senior Deputy GMA News and Public Affairs Digital Media Vice President Jaemark Tordecilla explained how the recognition validates the team’s dedication and hard work in creating new content. “It’s wonderful to be recognized because our team works hard to ensure that our most important journalism pieces, from videos to articles, get the attention they deserve. We’ve always suspected we were at the cutting edge of social media innovation in the world; this award only confirms that,” he said.

News social media manager Justin Joyas accepted the award on behalf of GMA News and Public Affairs.

“Our election campaign ‘Dapat Totoo’ is a year-long collaboration between different teams. All of this to provide the Filipino people with media coverage, online and on the ground, that empowers them and strengthens our democratic process. It is important to provide users with reliable sources of information in the face of the emergence of new digital platforms. At GMA News and Public Affairs, we thank the World Association of Newspaper Editors for this recognition,” Joyas said in his speech.

During the awards ceremonies, the host also shared how the campaign was able to determine how best to engage with “younger, tougher audiences” amid the proliferation of misinformation and of the “diminishing public engagement and interest in journalism”.

One of the judges pointed out that the “Dapat Totoo” campaign was “really [is an] imaginative approach using the generation’s social media platforms to interact with young audiences who often grapple with the complexity of elections.

The “Dapat Totoo” online campaign featured GMA Network’s first Instagram augmented reality or AR quiz filter aimed at raising awareness of election basics. It was developed by GMA News Online in partnership with GMA New Media Inc., the network’s digital media and technology arm.

The digital campaign also featured the word game WordEleksyon, another collaboration with GMA NMI.

To further reach and educate young audiences, the “Dapat Totoo” online campaign has also introduced various TikTok challenges featuring Kapuso personalities. GMA News Online has also collaborated with TikTok influencer Ychan Laurenz. Through witty and relatable sketches, the original campaign work with Ychan reminded voters to avoid fake news and vote for honest and sincere leaders.

The campaign also included the “Dapat Totoo” lectures, an exclusive series of webinars for students that discussed the role of journalism and social media in spreading information and countering misinformation.

Organized by the World Association of Newspaper Publishers, the Digital Media Awards Worldwide recognize news publishers who have delivered unique and original digital media projects.

The “Dapat Totoo” campaign brought together selected entries from six regions, namely Africa, Asia, Europe, Latin America, North America and South Asia. Entries were first evaluated by local juries and then reviewed by a different set of juries where the best in each category were selected for the Digital Media Awards.

The winners were announced at the World News Media Congress 2022.

The “Dapat Totoo” campaign is also shortlisted for the Asian Digital Media Awards. The winners will be announced in November.

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