MANILA, JANUARY 21, 2013 – An ukay-ukay store that gives. This is the concept behind Caritas Manila’s Segunda Mana (a deviation from the term segunda mano which means “second-hand”), a store selling second-hand items in order to give to the poor.
Caritas Manila tapped creative shop DM9 JaymeSyfu to produce ads to help spread awareness of the Catholic agency’s efforts. The latest in its line of Segunda Mana ads show that two people can benefit from one item. One print ad shows two hands, one light skinned while the other is dark, peeking out of a red plaid long-sleeved shirt. Another ad in the series, shows two left feet wearing a green and black slipper, one dark skinned still while the other, light skinned.
Since its launch in 2007, the aim of the campaign has always been to encourage people to give to the poor by donating things that one doesn’t need/use anymore but can still be of benefit to others like second hand clothes, accessories and even furniture. These things will then be sold at low prices and the proceeds will be used to fund Caritas’ education, health, disaster management and prison projects. The buyer also becomes not just a beneficiary of a donated item but a donor of sorts as the proceeds go to the poor.
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CREDITS
Chief Creative Officer: Merlee Jayme
Executive Creative Director: Eugene Demata
Creative Director: Louie Sotto
Copywriter: Mark Ibaviosa
Art Director: Apol Sta. Maria
Photographer: Gogie Sinson/Dexter Laxamana
Illustrator: Apol Sta. Maria/Allan Montayre
Account Supervisor: Junette Laxamana
Producer: Sheila Villanueva/Jess Ramo
Account Manager: Ina Vargas
