GMA’s ‘Dapat Totoo’ campaign wins “Best in Engagement” at Digital Media Awards Worldwide 2022

GMA News and Public Affairs’ Eleksyon 2022 digital campaign ‘Dapat Totoo’ proudly represented the Philippines in front of the world's news publishers, winning “Best in Audience Engagement” at the World Association of News Publishers, Digital Media Awards Worldwide 2022 held last 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 the youth—on multiple online platforms in support of the Network’s biggest and most comprehensive ‘Eleksyon 2022’ coverage. 

 "GMA Network continues to be committed to delivering Serbisyong Totoo to Filipino viewers, from television to digital media. Our social media teams work hard to figure out ways to inform and engage Filipino audiences on whatever platform or device they may prefer," GMA Network Consultant for News and Public Affairs Marissa L. Flores said.

Senior Asst. Vice President for GMA News and Public Affairs Digital Media Jaemark Tordecilla, meanwhile, shared how the recognition validates the team's dedication and hard work in creating fresh content. "It's wonderful to be recognized because our team works hard fighting to make sure that our most important pieces of journalism, from videos to articles, find the attention they deserve. We've always suspected we're at the leading edge of social media innovation in the world; this award just confirms that," he said. 

 Accepting the award on behalf of GMA News and Public Affairs was Head of Social Media for News Justin Joyas. “Our ‘Dapat Totoo’ election campaign is a year-long collaboration between various teams. All to provide the Filipino people with news coverage, online and on ground, that empowers them and strengthens our democratic process. It is important to provide users with trusted sources of information amid the emergence of new digital platforms. We at GMA News and Public Affairs thank the World Association of News Publishers for the recognition," Joyas said in his speech. 

During the awarding ceremonies, the host also shared how the campaign has been able to determine the best way to engage with ‘a younger, more difficult audience’ amidst the proliferation of fake news and ‘declining public engagement and public interest in journalism.’ One of the judges pointed out that the ‘Dapat Totoo’ campaign was “really [is an] imaginative approach utilizing the social media platforms of the generation to engage with the younger audience who often grapple with the complexities of elections.” 

 The ‘Dapat Totoo’ online campaign included GMA Network’s first Instagram augmented reality or AR quiz filter aimed to raise awareness about 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 younger audiences, the ‘Dapat Totoo’ online campaign also introduced various TikTok challenges featuring Kapuso personalities. GMA News Online also collaborated with TikTok influencer Ychan Laurenz. Through witty and relatable skits, the campaign’s original work with Ychan reminded voters to avoid fake news and to vote for leaders who were honest and sincere. The campaign also had the ‘Dapat Totoo’ Lectures, an exclusive series of webinars for college students that tackled the role of journalism and social media in delivering news and fighting misinformation. 

Organized by the World Association of News Publishers, the Digital Media Awards Worldwide recognize news publishers who have delivered unique and original digital media projects. The ‘Dapat Totoo’ campaign joined entries chosen from six regions namely Africa, Asia, Europe, Latin America, North America and South Asia. Entries were first evaluated by local juries and later on examined by a different set of juries where the best of each category were selected for the Digital Media Awards. 

 The winners were announced during the World News Media Congress 2022. The ‘Dapat Totoo’ campaign is also shortlisted for the Asian Digital Media Awards. Winners will be announced this November.