Typhoons Ondoy and Pepeng, came and wreaked havoc. From the dredges, the country emerges intent on taking positive action and making relevant changes. Count the advertising industry in.
Brand Aid, a brainchild of BBDO Guerrero-Proximity Philippines, grows from two points. One, that typhoon devastation is widespread. Another, that people want to help, but do not know how. Brand Aid proposes a series of projects that links all the players in the industry—from agencies to clients, to the consumers—to fulfill simple, but sustainable relief projects.
AHON, an “ad placement for cash” project, is Brand Aid’s first initiative. Through special AHON-branded ads, participating companies can allot ad budgets through generic material that inform consumers of their donation pledges.
In turn, Media companies can do their share by converting the placement to its cash equivalent while the ad is still running.
The more clients get involved and make ad pledges, the more proceeds go the Philippine National Red Cross relief programs.
Set to launch on November 5, Brand Aid already has the industry buzzing.
“Everyone has been excited, open and supportive—the AdBoard, KBP, PANA, UPMG and MSAP,” says Margot Torres, Overall Chair of the 21st Philippine Ad Congress. Torres, also VP for Marketing for McDonald’s, has confirmed that the fastfood giant has already signed up.
Other advertisers are expected to sign up by the next week.
With MSAP, Brand Aid also has Media owners into the movement. “Lizelle Maralag (Starcom Mediavest Group managing director and MSAP director), is finalizing mechanics with media outlets,” Torres adds.
