AHON by Proximity Philippines for Red Cross

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AHON

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Industry Charities, Foundations, Volunteers
Media Radio
Market Philippines
Agency Proximity Philippines
Production HIT Productions
Released August 2010

Credits & Description

Category: Best Use of Radio as a Medium
Advertiser: ADVERTISING BOARD OF THE PHILIPPINES
Product/Service: RED CROSS FUNDRAISING
Agency: BBDO GUERRERO/PROXIMITY PHILIPPINES
Production Company: HIT PRODUCTIONS, Makati City, THE PHILIPPINES
Date of First Appearance: Jan 1 1900 12:00AM
Entrant Company: BBDO GUERRERO/PROXIMITY PHILIPPINES, Makati City, THE PHILIPPINES

Full script of the ad IN ENGLISH, REGARDLESS OF THE ORIGINAL LANGUAGE OF THE AD
(Excerpts from radio shows) FVO1: ...Speaking of McDonald’s, right now instead of hearing a radio commercial for McDonald’s, McDonald’s has generously donated their advertising money to the construction of new homes for the Ondoy victims... MVO: ...This is a commercial ad, Bayan Telecommunications. Bayan is donating their radio ad money to the Red Cross... FVO2: And now you are not going to hear a radio commercial for Modess. Instead we want to acknowledge that Modess has turned their ads into donations to the Red Cross to build houses for the Typhoon Ondoy victims. Thank-you Modess for being part of AHON RADIO, here in Jam 88.3. AHON is a project of advertisers.... ANN: Donations to the Philippine Red Cross in the form of Radio Ads. When Typhoon Ondoy left 25,259 Filipino families homeless, the Philippines’ biggest advertisers worked together with the country's top radio stations to help build houses for families who lost theirs in the typhoon. Media owners provided discount rates for ad spaces. Advertisers bought discounted ad spaces but paid in full. The Red Cross received the money equivalent of the discounted rate. This radio campaign is part of Project AHON, a Filipino word that means to rise out of the water or a difficult situation. In just 5 weeks, AHON raised P4,233,943: enough to fund 84 new houses.

Brief Explanation
On September 26, 2009, Typhoon Ondoy struck Manila, bringing a month's worth of rainfall in 6 hours. 25,259 Filipino families lost their homes. There was an urgent need to help them rebuild their lives.