The Challenge
Since 1986, more than 200 Filipino journalists have been murdered for speaking out against crime and corruption, making the Philippines one of the most dangerous countries in the world for the press. As part of its mission to uphold press freedom, we needed to create a campaign that would spotlight the killing of journalists particularly radio broadcasters, who are often the most outspoken in holding power to account.
The Solution
“Last Broadcast” is an audio campaign that brought back slain reporters like Cris Bundoquin and Rex Pepino for a final broadcast, achieved by reconstructing their voices through AI. In their last reports, they reported on their own murder cases and urged listeners to continue the fight for justice. In order to recreate their voices, archived recordings of these slain radio broadcasters were gathered and processed through an AI voice generation tool, then refined by sound engineers to accurately replicate their unique speaking styles, including tone, pacing, and emotional nuance. The campaign aired on a national roadblock across 405 radio stations nationwide on World Radio Day, driving massive awareness on the issue with an estimated potential reach of over 40 million or 57% of total Filipino listeners, and bringing their fight for justice to national attention.
