MANILA, JULY 26, 2013 – McCann Worldgroup Philippines, together with of Department of Social Welfare and Development (DSWD) and the Inter-Country Adoption Board (ICAB) created the first-ever Adoption Storytelling eBooks entitled, “Love Sees Beyond Differences”.
The Filipino illustrated eBooks is part of the Adoption Advocacy Campaign. It has seven stories written to help Filipino adoptive parents introduce the idea of adoption to their children.
McCann Manila managing partner Cecile Gabutina-Velez justified that the use of digital was purposeful, “We want to bring the message of love beyond differences to a platform that’s accessible to everyone in the world, so that more adoptive parents are able to openly share their adoption journey with their children. Digital has proven its effectiveness as a helpful Filipino parenting tool, and we’re leveraging on that.”
With the help of technology, 89% of moms are online globally. They share technology experiences with their children, according to McCann Worldgroup’s study Truth About Moms. Storytelling is also a useful way to learn values. Stories about family may go across cultures and economic class. When parents tell stories to their children, they learn and understand their environments.
Extraordinary and delightful stories on how a child came to their lives and the happiness they brought with them was emphasized in ‘Mummy and Hunny Bunny’ , ‘Case of the Missing Smile’, ‘Destiny’s Delivery’, ‘Juana Bee’ and ‘Room Full of ts’.
‘Juju, Looloo and Baby Wuwu’ shows how a couple’s overflowing love for each other caused them to be bestowed the t of a child. ‘Baby Circle’ is a tale on how a family welcomed & loved a new member regardless of their differences.
Raul Castro, executive chairman, McCann Worldgroup added, “Many Filipino families are willing to open their hearts and homes to adoptive kids. There is an opportunity to encourage this mindset and this is what the communications aims to do. ‘Love Sees Beyond Differences’ is a solution that magnifies the life-changing, positive impact of adoption.”
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Credits
Advocacy Team:
Raul Castro
Cecile Gabutina-Velez
Dadi Santos
Georgina Angsanto
Joana Callanta
Gabie Osorio
Angelo Estrella
Writers:
Georgina Angsanto
Jopy Arnaldo
JC Javellana
Ben Deluyas
Illustrators:
Angelo Estrella
Gabie Osorio
Yna Cruz
Renee Cuartero
Ben Deluyas
Website:
Budjette Tan
Ron Roman
Dennis Buccat
Nelle Paredes-Vizmonte
Ana Arcega
Cris Malajos
