Gigil takes responsibility for Belo’s controversial #PandemicEffect ad, issues apology

Published August 12, 2021, 9:51 AM

by Angie Chui

Belo’s ‘Pandemic Effect’ campaign video

Gigil, the ad agency that created viral online campaigns for RC Cola, Julie’s Bakeshop and Netflix’s
“Trese” recently posted a public apology for creating the Belo Medical Group’s #PandemicEffect ad.


On their Facebook page, the advertising firm expressed regret for causing distress over the
advertisement it created, which documented a woman’s ugly transformation as she dealt with pandemic
stress.


“We were insensitive. We are sorry to the people whom we’ve hurt. GIGIL shares responsibility for the
film. We will learn from this, and we will do better,” they promised.


Read on Facebook:
https://www.facebook.com/GIGILGroup/photos/a.1104945896319958/2105067249641146/


It can be recalled that the Belo Medical Group’s recent campaign drew the ire of the public for
shaming women who have been dealing with the challenges of the pandemic at the cost of their self-
care. The group has apologized for the ad and explained that they did not mean to offend anyone with
their campaign. The ad has been taken down amid the backlash.

 
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