PROJECT AHON by Proximity Philippines for ADVERTISING BOARD OF THE PHILIPPINES

PROJECT AHON

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Industry Business equipment & services, Corporate Image
Media Promo & PR, Case study
Market Philippines
Agency Proximity Philippines
Associate Creative Director Jao Bautista
Executive Creative Director Joel Limchoc, Simon Welsh
Art Director Peepo David
Released November 2009

Credits & Description

Category: Best Use of Integrated Media
Advertiser: ADVERTISING BOARD OF THE PHILIPPINES
Product/Service: TYPHOON FUNDRAISING APPEAL
Agency: BBDO GUERRERO/PROXIMITY PHILIPPINES
Date of First Appearance: Nov 19 2009 12:00AM
Entrant Company: BBDO GUERRERO/PROXIMITY PHILIPPINES, Makati City, THE PHILIPPINES
Chairman/Chief Creative Officer: David Guerrero (BBDO Guerrero/Proximity Philippines)
Executive Creative Director: Simon Welsh (BBDO Guerrero/Proximity Philippines)
Executive Creative Director: Joel Limchoc (BBDO Guerrero/Proximity Philippines)
Creative Director/Head of Art: Brandie Tan (BBDO Guerrero/Proximity Philippines)
Creative Director/Head of Copy: Tin Sanchez (BBDO Guerrero/Proximity Philippines)
Art Director: Peepo David (BBDO Guerrero/Proximity Philippines)
General Manager: Belay Santillan (BBDO Guerrero/Proximity Philippines)
Account Manager: Marion Manalo (BBDO Guerrero/Proximity Philippines)
Final Artist: Manny Vailoces (BBDO Guerrero/Proximity Philippines)
Associate Creative Director: Jao Bautista (BBDO Guerrero/Proximity Philippines)
Print Producer: Al Salvador (BBDO Guerrero/Proximity Philippines)
Media placement: TV Campaign - All TV Networks - Nov. 19, 2009
Media placement: Radio Campaign - Major Radio Stations - Nov. 19, 2009
Media placement: Press Campaign - Top National Broadsheets - Nov. 19, 2009
Media placement: Outdoor Campaign - Vertical Banners And Streamers - Nov. 19, 2009

Results and Effectiveness
In just 5 weeks, AHON was able to raise 4,233,943 pesos which could fund the building of 84 new homes. Through AHON, TV, radio, press, and outdoor ads gave exposure for the advertisers, and at the same time helped the typhoon-stricken Filipino families. The project also worked to attract even more supporters as other companies saw how AHON ad placements could help their brand and the less fortunate. AHON is still being carried out today as the Philippines strives to recover from the damages made by Typhoon Ondoy.

Creative Execution
First, the biggest media owners provided discount rates for ad spaces. Then, the country's largest advertisers bought discounted ad spaces but paid in full. Finally, Red Cross received the money equivalent of the discounted rate to fund the construction of new homes. A TVC launched project AHON on national TV, while full-page press ads, street banners and radio ads in several radio stations sustained the campaign.

Insights, Strategy & the Idea
The objective was to raise money so that the Philippine Red Cross could build homes for 25,259 Filipino families who lost theirs when Typhoon Ondoy struck the country and brought a month's worth of rainfall in 6 hours. In response, we collaborated with the entire Philippine advertising and media industries to get the country's biggest advertisers to donate the cost of their ads to the Philippine Red Cross. We called it PROJECT AHON, from the Filipino word "ahon" which means 'to rise out of the water' or 'to recover from a difficult situation'.