An initiative of the Philippine Association of National Advertisers (PANA), the prestigious PANAta Awards, now on its 11th year of championing brand building, honors the brilliance of people and organizations—game-changers—behind the industry’s most successful and innovative brand-strengthening campaigns.
As a Brand Builder Champion, Durex received the second-highest honor of the night next only to the Grand PANAta: The Brand Rookie of the Year award (new brands that have entered the market in the past year and shown success in its launch based on the criteria given). Durex also received 3 bronze awards for Excellence in Brand CSR, Excellence in Brand Positioning, and Excellence in Customer Empowerment, all significant accolades.
“It’s truly an honor for us to receive these top awards from the PANata 2019,” says Karol Canlas-Apelo, senior brand manager, Durex Philippines. “This recognition serves as a testament to the creative efficacy of the #AlwaysComePrepared campaign, in our desire to educate young adults by bringing the HIV threat into a more understandable level.”
The #AlwaysComePrepared campaign, executed in partnership with the Department of Health, NGOs such as UNAIDS and LoveYourself Foundation, plus the support of Boys Night Out as brand ambassadors for the advocacy, was launched in response to the alarming rise in HIV cases in the country—with 31 people diagnosed daily as of 2018, a +174% increase—and the real and immediate need for safe sex in the Philippines.
The campaign has also helped relieve the stigma associated with discussing HIV, bringing out into the open discourses on what has been taboo subject matter.
“I wish to extend my congratulations to the men and women of Durex and the people behind the campaign,” says Dr. Louie Ocampo, Country Director, UNAIDS. ”Indeed, this award should serve as further inspiration as we bring to fore the pressing issues concerning HIV.”
With the mission of educating on the relevance of proper protection, the campaign employed fun and relevant social media content, as well as celebrity influencers to help drive buzz on the advocacy, resulting in positive sentiments. University tours with relevant talks, sample distribution and HIV tests were also conducted, along with a call center activation event.