PHILIPPINES, DECEMBER 2010 – The jury of the Araw Values Advertising Awards (AVA) 2010 competition has screened over 180 entries held last November, 17, 2010 at the Unilab, Bayanihan Center.
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This year, instead of focusing on the medium used, the Advertising Foundation of the Philippines categorized the entries according to the seven cornerstone values that they represent. According to the Ad Foundation Executive Director, Linda Gamboa, “It’s very timely to highlight the values for national progress”. The seven cornerstone values are: love of God and respect for religious beliefs; commitment to truth, honesty and justice; love of country and respect for national customs and traditions; reverence for family, unity and inviolability of marriage; respect and care for human life and dignity and the rights of all; respect for law and authority and the promotion of self discipline; and concern and preservation of the environment.
In addition, the 2010 competition has been expanded to include recent marketing trends such as interactive media and digital marketing and given more weight to the values message as a judging criteria.
The pool of 34 judges is made up of a renowned social scientist and a social entrepreneur, equally renowned members of the academe, directors of non-profit organizations and esteemed advertising, marketing and media industry persons. Punongbayan & Araullo served as the independent auditor of the results.
“We really want to make people aware of the values, that is what we want to highlight in this year’s competition,” explains Gamboa. “Advertising is more than just selling, it’s also an opportunity to show the many positive Filipino values that we have which can greatly help us achieve social changes for national growth.”
The awards night willl be held on December 9. For more information, log on to www.arawvaluesawards2010.com.
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