Project Wonderful, Globe Telecom’s corporate response to the devastation caused by Typhoon Haiyan, wins the 9th ARAW Values Award for the promotion and inculcation of positive values for social change and nation building.
The ARAW Values Awards recognize outstanding and excellent advertising and marketing messages and/or materials for Branded Communications and Advocacy/Institutional Advertising that promote the ARAW 7 Cornerstone Values, a cluster of select and well-defined values.
The biennial program is organized by the Advertising Foundation of the Philippines, the social development institution and advocacy body of the multi-sector Philippine advertising and marketing communications industry.
“We are proud of this award since it proves that through digital media, we can inspire bayanihan using a clear, provocative message: That anyone, from an ordinary person to a known model, rockstar, sports icon – even a corporate CEO – could help rebuild the nation,” said Yoly Crisanto, SVP for Globe Corporate Communications.
Project Wonderful won in the Branded Communications – Digital category which espouses “Love of Country and Respect for National Customs and Traditions.” It served as a consolidated platform of Globe products and services that empowered Filipinos to donate time, finances, and talent towards rebuilding the nation.
For Project Wonderful, Globe came out with compelling, documentary-style YouTube videos which recounted the stories of Globe ambassadors Bamboo, Georgina Wilson, Liz Uy, and Chieffy Caligdong as they helped deliver 2,000 Christmas toys to kids in Ormoc, build 100 homes for Ormoc families, and distribute almost 1,000 learning kits to Iloilo schoolchildren.
Likewise, using the hashtag #ProjectWonderful on social media and blogs, Globe spurred Filipinos from various walks of life to voice hopes and wishes for the country and ultimately, drove them to the Project Wonderful website where they got to know the many ways to donate or even volunteer.
Project Wonderful was able to raise over P50 million in cash and kind which was used to build homes and school buildings and provide livelihood opportunities to families affected by Typhoon Haiyan.
The campaign received 779,239 combined YouTube views, 306 million impressions from 112,588 Twitter mentions by 23,894 users on Twitter and Instagram, 136 unique blogger stories, and an average of 50,000 unique visits to www.ProjectWonderful.ph per month for the first quarter of 2014 which resulted in over 1,000 registered volunteers and supporters.