The Foundation for Media Alternatives (FMA), a nonprofit focused on ICTs for democracy and sustainable development, launched an innovative campaign using Generative AI (GenAI) to support survivors of gender-based violence.
The campaign features a computer-generated Filipina avatar, known as the “Face of Courage,” designed to provide a voice and presence for individuals sharing their stories on TikTok, a platform familiar to many survivors.
The Face of Courage, though a digital creation, serves a significant purpose. It offers anonymity and a platform for survivors to share their experiences without revealing their identities. The initiative aims to promote discussion around gender-based abuse and advocate for issues such as the Divorce Bill in the Philippines.
Founded in May 1987, FMA focuses on enhancing media and information access for marginalized communities. Over the years, it has embraced digital technology to advance its mission, including initiatives like cyber safety, data privacy, and digital activism.
“Face of Courage is a bold effort to use technology to empower Filipino women by providing them with a virtual identity to share their real-life experiences,” said Lisa Garcia, executive director of FMA.
The campaign, created in collaboration with Dentsu Creative Manila, debuted in May 2024 and has garnered attention on TikTok. It has reached 35 million users and achieved a 564% engagement rate, with 184,000 individuals accessing the associated helpline directory.
Despite mixed reactions from the public, including both praise and criticism, the campaign demonstrates how technology can be harnessed to address serious social issues. The Face of Courage highlights the potential of GenAI to support advocacy and provide a platform for underrepresented voices.