The Philippines is number one in the world in sex scandal video searches, with 300,000 a month on Google, Yahoo!, and now, alarmingly, Facebook.

These lead to millions of local sex scandal videos online, most featuring girls now living in shame in a predominantly Catholic society.

Gabriela, an advocate of women's rights, wanted to help these victims start anew. So we created the Gabriela 'Bury the Past' project.

An integrated campaign that got thousands to add to their last name on Facebook the one word common to every scandal video search 'Scandal', effectively burying scandal videos in the process.

It was a devastatingly simple act, with an equally devastating impact. And best of all, unlike some cause-oriented social media efforts which had asked people to simply like, or retweet or write a status, what we asked people had a direct effect on the outcome creating real, tangible change and truly helping the people who need it.

Scandal video hosts were buried as deep as 30 pages in search results across Facebook, Yahoo!, and Google.

In addition to the free media earned via PR, the ingenious use of Facebook names as a medium generated free impressions worth more than $1.2m.

Helping thousands of scandal victims move one step closer to finally burying the past.