Ang Normal Mo, Normal ‘Yan!
Repositioning Campaign
Trust “Normal” RC
We helped TRUST (DKT Philippines) drive strong engagement and normalize conversations around sexual health by localizing the global campaign “Your normal is more normal than you think” into the culturally resonant line “Ang Normal Mo, Normal ’Yan!”—rolling it out through an integrated campaign across TV, radio, OOH, and digital to make safe sex conversations feel more open, relatable, and socially acceptable for Filipinos.
The campaign delivered 14M+ video views, including a 12.5M-view TikTok ad, far surpassing the typical 46K–74K views per post benchmark. On social, static and KV posts achieved an average 1.45% engagement rate, 3× higher than the 0.44% industry benchmark, demonstrating strong resonance and meaningful audience interaction.
