Globe Advocacy Campaigns Win Big in 2019 PANAta Awards
Mental health advocacy #SeeYouTomorrow wins a Gold for Brand Bravery and two Silvers across different categories
Globe has proven that it can marry limitless creativity with brand-building objectives by winning six trophies at the recently held PANAta Awards which include the Gold for PANAta Brand Bravery Award for #SeeYouTomorrow mental health awareness campaign.
Presented yearly by the Philippine Association of National Advertisers (PANA), PANAta is the premier recognition program for standout brand-building campaigns in the country. It gives merit to advertisers that effectively utilize marketing communications to build their brand and grow their business.
“All Globe corporate campaigns are now geared towards advocacies that directly contribute to the company’s sustainable development goals (SDGs) commitment. Anchored from our company’s purpose of treating people right to create a Globe of good, the #SeeYouTomorrow campaign, for instance, addresses SDG #3 which is to ensure healthy lives and promote wellbeing for all at all ages,” says Yoly Crisanto, Globe Chief Sustainability Officer and SVP for Corporate Communications.
Globe also bagged honors for its CSR efforts by winning two awards under the Excellence in Brand CSR category: a Silver for #SeeYouTomorrow, a Bronze for the #TimePlease Volunteer Program, and another Silver for its National Teachers’ Month Campaign.
As a leading telco provider in the country, Globe hopes to empower customers not only through the services it provides but also through the impact of its game-changing campaigns. It won two trophies for Excellence in Customer Empowerment: a Silver for #SeeYouTomorrow and a Bronze for #TimePlease.
The #SeeYouTomorrow campaign made waves last year with a heartwarming video that takes viewers into the world of a person battling depression, from the perspective of someone closely affected by the person suffering. There is value in the story presented through the video, but more than the powerful execution, it sends a message of hope and encourages the 3.3 million Filipinos suffering from depression to seek assistance by calling HOPELINE, toll-free.
Launched in May 2018, Time Please is a nationwide volunteering program that matches individuals or groups of volunteers with volunteering opportunities anywhere in the country. Over 9.5 million hours of volunteer hours were pledged within two months through the online volunteer registration portal developed by Globe.
Another Globe advocacy that won in PANAta was National Teacher’s Month campaign which kicked off in September last year with a video that pays tribute to teachers. The #IbaKaTeacher video sheds light on the seemingly insurmountable challenges of engaging in such a profession. As moving they were, the social media and video components were but smaller parts of the whole.
Globe’s National Teacher’s Day campaign gave hundreds of private and public school teachers the opportunity to join workshops as well as a three-week professional training program. Globe also provided Internet connectivity and mobile tech equipment to qualifying schools.
A total of 130 entries were submitted for consideration to this year’s PANAta awards and only 74 qualified for the shortlist. The awarding ceremonies were held last July 19 at the Marquis Events Place in BGC.
Globe’s multiple victories show that market share and service delivery are not the only factors that define a brand. Engaging customers and adding value to their everyday lives are crucial to brand-building, and one way of doing this is through crafting thought-provoking yet moving marketing communication campaigns.
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