When today’s young people want something, they really want it. If they want change as much as they wanted their AKO MISMO Dog Tags, the Philippine government should be quaking in its tiny shoes.
Last Friday an estimated 25,000 people, mostly in their teens and twenties, spent their holiday at the Global City Open Field, lining up to personally get their hands on the Dog Tags. It was a telling contrast to an old-style protest rally the day before, which went out with a whimper despite the seriousness of its cause. (Or perhaps because of it.)
Featured in the popular TV ad, the PhP40 accessory—a youthful version of the cause ribbons, symbolizing a personal commitment to change—served as an entrance ticket to a field of charity booths and a free evening concert featuring top bands.
Lines had formed even before the gates opened at 2pm; by evening, about 120,000 tags had been sold, despite a limit of five tags per person. Funds went to the day’s 11 charity beneficiaries, including the organization of “Kariton teacher” Efren Penaflorida, Jr.
“My hero,” says Susan Dimacali of DDB, the ad agency that created and continues to steer AKO MISMO via its social-responsibility arm DDB Cares. Dimacali and DDB ECD Teeny Gonzales were personally involved in the event, going back and forth backstage and even drawing the raffle.
“I think I’ve found my retirement job,” said the famously energetic Dimacali.
Also present that evening was PLDT/SMART magnate Manny V. Pangilinan, with other top officers of the telco conglomerate. Together with McDonald’s and Pepsi, the PLDT/SMART Foundation is a key sponsor of AKO MISMO—a fact which has led to controversy from observers who draw connections between the movement and Pangilinan’s still-unstated political aspirations.
Bodyguards at a discreet distance, Pangilinan arrived during the afternoon and returned for the show, staying till the end at about 11pm. Chatting with AKO MISMO supporter and basketball star Chris Tiu, he gamely stepped aside twice to let young girls snap photos with the teen idol. At one point, he seemed to be motioning that “Chris is over there,” before realizing that the photo seekers were adults who wanted their photos with him.
So will 120,000 tags translate to 120,000 people taking concrete action? With over 187,000 commitments on the site so far, we can only hope so. The crowds of Dog Tag Day prove that a well-expressed idea with some pop culture gloss can go a long way. Simply by getting the future of the country to line up and show up, AKO MISMO has proven that it’s worth watching.
