PHILIPPINES, FEBRUARY 14, 2011 – Seven years ago, PLDT SVP and head of Human Resources and Corporate Transformation Butch Jimenez had an idea. Why not share photos of his beach and diving trips to as many people all over the world to show them that the Philippines is the "World’s Best Sandbox"?
And so the "World’s Best Sandbox" desk calendar was born. Using consumer point and shoot digital cameras instead of SLR’s, and no digital manipulation–not even cropping–Jimenez showcases 12 locations from all over the Philippines.
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Jimenez chose the desk calendar as a medium for its visibility: "Promoting beaches is best done visually, and you have a marketing campaign going on non-stop for one whole year with the visuals changing every month, for a small amount of money."
Producing the calendar has become an annual tradition for him. "I have some who get the calendar to see how my kids have grown since my family is always featured in the calendar," he shares. "Last year, I came out with a box of notecards featuring Philippine Beaches and this is sold at Island Souvenirs stores and proceeds go to the Islands Souvenirs Foundation."
Encouraging domestic tourism is only one of Jimenez’s personal advocacies. "I do a lot of work with the youth. I also do the speaking circuit to talk about leadership. And since I produced the movies Jose Rizal and Muro Ami, I also advocate indie films specially those that feature themes on children and those with positive values. The latest indie film I helped produce is Happyland, which is about Tondo street children whose lives were changed through soccer." Jimenez also supports up-and-coming young talent like design studio Stamps Design Post (stamps.designpost@gmail.com), which did the layout for the calendar.
The major dailies and a number of magazine have featured "World’s Best Sandbox" over the years. This year, it had an online push through a post on Anton Diaz’s Our Awesome Planet blog and received an overwhelming response–800 requests in two days.
"I usually print 2,000 copies and allocate about P100,000 for the advocacy," says Jimenez. "But the response I get, the foreigners who are encouraged to visit the Philippines, and Filipinos who decide to go around the country before traveling elsewhere is well worth the cost."
To get a free copy of the World’s Best Sandbox 2011, email butchgjimenez@yahoo.com.
