BREAKING

Friday, September 17, 2021

How Netizens Intervened the Media to Counteract its Standards of Feminine Beauty


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People have been constantly adjusting to the changes since it has been more than a year since the Philippines has been in mandatory quarantines. These changes include new working and studying arrangements, purchasing habits, hobbies and interests, among others. Because of this, even the way people take care of themselves at home has shifted.
 
The pandemic has changed beauty standards in many ways, with some people incorporating so-called ‘life hacks’ to make self-care and maintenance easier for people. Other brands have had their products change their main ingredients to promote sustainability amid the COVID-19 pandemic.

Popular Philippine dermatological company Belo Medical Group released an advertisement on August 11, aiming to promote self-care with their brand. The ad was presented with a woman watching the news on the couch, getting stressed out. The ad, dubbed as the Pandemic Effect, has since been taken down after attracting flak online. Netizens criticised the ad for being tone-deaf and insensitive despite being in a pandemic, and the hashtags #PandemicEffect and #BoycottBelo trended.


Body Shaming is Out. Body Positivity is In.
In the advertisement, the woman is seen to develop acne, gain weight, and grow ridiculously long body hair overtime in the ad. As the short film by GIGIL Advertising Group nears the end, it flashed a call-to-action, saying: "Tough times call for beautiful measures." This prompted responses from Filipino women encouraging each other to be comfortable in their skin despite all the negativity and challenges brought by the pandemic.
 
“The advertisement of The Belo Medical Group #PandemicEffect campaign just proved that social media users have a big impact on how a brand or entity should effectively communicate with its consumers. It is vital to track the sentiment of conversations, allowing the brand to take action before a bad experience goes viral,” Tina Laceda, Insights Analyst, Philippines, said.

Shocking Reality

Although negative response to this campaign was prominent, this study found out that some netizens did not find the ad offensive and insensitive. This group believed that Belo and GIGIL, somehow, managed to show the reality of life. They also noted that it helped raise awareness on certain issues concerning one’s health.

Looking into the response towards this ad, the reaction from the digital public was varied. However, despite the diversity in reactions, there will always be outliers that will pop out which can be highlighted to advance one’s communication objectives. This is why brands need to find the needle in the haystack by wading through their social buzz where valuable insights can be mined.
Note that having a lot of engagement on social media might seem like a success. However, a high volume of mentions is only a positive sign when it’s accompanied by positive sentiment. Given this, understanding your audience’s sentiment is important. How they feel about your brand provides you with the context necessary to evaluate your marketing and communications strategy.

“Sorry” as the Marketing Strategy
Companies hit by a crisis of misconduct typically issue a public apology to minimize reputational damage, negative word-of-mouth, and declining sales. Brands should be quick to apologize, whether it is for a social media gaffe or a much larger issue. However, the manner in how they do it is equally crucial.

Following the backlash, GIGIL released a short and simple apology, owning up to its mistake. Interestingly, this worked for GIGIL as netizens noted they see true remorse and a genuine willingness to improve moving forward.

At times, releasing a public apology may not be enough. Brands should go beyond their effort and understand how their message is perceived by the digital public. Apology efficacy varies according to the audience, brand, and message factors, hence exploring how consumers process a corporate apology on social media is vital in crisis communication.

“Marketing for any brand today has become all about staying relevant and updated. Keeping abreast of the latest trends in the digital sphere is important as it will help in designing purpose-driven campaigns that resonate with the target audience. To add, this will help brands stay ahead of the curve and capitalize on emerging trends even before they go mainstream.” Gladys Ruiz, Insights Analyst, Philippines commented.

NCR under Alert Level 4, Film and AV Shoot Allowed to Operate with Max of 50 People Onsite


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Following the Inter-Agency Task Force’s (IATF) COVID-19 Alert Levels System, Metro Manila is currently placed under Alert Level 4 from September 16 until 30. The new quarantine scheme of granular lockdown aims to curb the COVID-19 cases while allowing economic activities.

Under the Alert Levels System, film and audiovisual production shoots are allowed to operate with a maximum of 50 persons at any time and are subject to the same restrictions and protocols of the DTI-DOLE-DOH Joint Administrative Order (JAO) No. 2021-0001.

Production activities are also reminded to follow strict implementation of Minimum Public Health Standards and avoidance of the three (3) Cs: 1.) Closed Spaces 2.) Crowded Places 3.) Close-Contact Settings.

“Despite the limitations caused by COVID-19 pandemic, we are still able to continue production under the community quarantine guidelines. With that in mind, we should always practice strict adherence to the safety protocols set by the government,” said Film Development Council of the Philippines (FDCP) Chairperson and CEO Liza Diño.

FDCP’s Safe Filming Program encourages all film and audiovisual productions to abide by the government’s prescribed safety and health protocols amid the pandemic. For more assistance with transitioning to the new normal, productions may register with the Safe Filming Program.

To know more about the safety and health protocols for production shoots and audiovisual activities in community quarantine areas, read the DTI-DOLE-DOH JAO 2021-0001 at http://bit.ly/OmnibusGuidelinesNFVPforCovid19 or visit www.safefilming.ph.

Seven Seas Splendor Commences Inaugural Season from Southampton, England


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Regent Seven Seas Cruises began its first voyage in just under 18 months on 11 September, 2021, with new ship Seven Seas Splendor cruising from Southampton, England. Sailing with the cruise line’s enhanced SailSAFE Health and Safety Programme - which includes 100% vaccination of both guests and crew - the voyage is believed to be the first to carry international travellers on a United Kingdom cruise since the voluntary industry-wide pause in operations began in March 2020.

The cruise line has marked the occasion by creating a return to sailing video, featuring many of the beloved Seven Seas Splendor crew.

“This cruise represents yet another huge step forward as we return to luxury travel. I am so excited for our guests who have waited patiently, and for our crew and team members across our global offices who have worked so hard to get to this moment,” said Jason Montague, president and CEO, Regent Seven Seas Cruises. “The Regent family is finally reunited, and we are delighted to provide our guests with the unrivalled Regent experience with every luxury included, while sailing the world, once more.”

Helmed by Captain Diego Michelozzi, the inaugural sailing circles the United Kingdom with ports of call including Edinburgh, Scotland; Belfast, Northern Ireland; and Liverpool, England. The ship returns to Southampton on 22 September, cruising into the new Horizon Cruise terminal, before sailing a 14-night voyage to Barcelona, Spain visiting Bordeaux, France and Lisbon, Portugal, among other destinations. Seven Seas Splendor then spends October and November exploring the Mediterranean before crossing the Atlantic for a season in the Caribbean.

The next ship in The World’s Most Luxurious Fleet to resume sailing will be Seven Seas Explorer on 15 October, 2021, from Trieste, Italy. Seven Seas Mariner will resume sailing on 18 December, 2021, from Miami, Florida, as will Seven Seas Navigator on 6 January, 2022. Finally, Seven Seas Voyager will return on 15 February, 2022 from Barcelona, Spain.



International Luxury Travellers Enjoy an Unrivalled Experience Once Again

Luxury travellers from the United States, United Kingdom and Europe are on board Seven Seas Splendor’s inaugural sailing with a number of them being loyal Seven Seas Society members, including Commodores, guests who have sailed with Regent Seven Seas Cruises for over 2,000 nights.


Multi-Layered SailSAFE Health & Safety Program

During its voluntary suspension of sailings, Regent Seven Seas Cruises built upon its existing comprehensive health and safety protocols by establishing the SailSAFE health and safety program, a robust and science-backed strategy that creates multiple layers of protection against COVID-19. The programme was developed with guidance from a team of public health and scientific experts including the SailSAFE Global Health and Wellness Council.

By visiting RSSC.com/HealthSafetyProtocols, guests and travel partners can see an overview of current requirements to sail - such as all guests and crew being fully vaccinated at least two weeks prior to departure - which the cruise line believes will provide a uniquely safe and healthy cruise experience. These and other requirements will be in place until a time when the protocols can be confidently adjusted, and Regent will constantly monitor the global health environment to protect the safety and security of guests, crew and communities visited.

For more information, please visit RSSC.com, call Singapore 800-616-7097 / Hong Kong and rest of Asia +852 2165 6020 or contact a professional travel advisor.


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