Whoscall turns Filipino 'dedma' culture into a scam-call awareness campaign

Caller identification app Whoscall has teamed up with GIGIL on a digital-first campaign in the Philippines, encouraging consumers to identify unknown callers rather than automatically ignoring them amid growing concerns about scam calls.

Titled “‘Di lahat dinededma” (“Not every call should be ignored”), the film draws on the Filipino slang term “dedma”, which refers to deliberately ignoring or snubbing someone. It highlights how the habit of avoiding unfamiliar numbers can extend beyond blocking potential scammers, causing people to miss important calls from recruiters, couriers and hospitals.

The film follows Marco, who ignores every unknown call he receives, only to miss out on potentially life-changing moments. Surreal scenarios, including a toilet positioned directly in front of a human resources manager’s desk, illustrate the awkward consequences of his behaviour.

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The campaign positions Whoscall as a way for Filipinos to identify incoming callers, avoid potential scammers and remain reachable for calls that matter.

“‘Dedma’ is our way of showing that Filipinos don’t have to choose between staying safe and staying connected. With Whoscall, they can know who’s calling and make the right call,” said Mel Migriño, country head and general manager of Gogolook Philippines.

The campaign has generated 29 million views to date, according to the campaign brief.

Beyond reach, the initiative aims to reintroduce Whoscall to the Philippine market, encourage consumers to move from passive awareness to actively using its free features, and establish the app as part of their daily protection habits.

The campaign was created by GIGIL for Gogolook Philippines, with production handled by Katok Productions and direction by Alvin Chan.

Gogolook is a Taiwan-founded technology company that develops AI-powered tools to detect and prevent scams and digital fraud. Founded in 2012, it is best known for Whoscall, its caller identification and scam-blocking app.

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